Be Inspired: 3 Ways to Create the Content Your Patients Want
There’s an insatiable need for consistent, quality healthcare content, and with a vast universe of topics at your disposal, part of the challenge is often knowing where to start, or how to be proactive in finding topics that strike a chord with patients time and again as part of your long-term content strategy. So, what’s the answer?
Well, worthwhile content ideas aren’t as elusive as you may think! Patients and non-patients alike naturally exhibit strong emotional attachments to their health, and in fact, the third most popular thing people do online is search for healthcare content that meets their unique needs. So in an environment where content lies at the center of any effective inbound marketing strategy, here are three methods for deriving your next great content ideas by purposefully engaging your current personnel and resources.
Engage & Empower Your Team While content represents your company’s “voice” in the digital age, great content ideas often start with you listening and facilitating effective, consistent sharing of information across your organization. For example, what comments are patients posting on your Web site and social media outlets? What questions are they asking your sales team? And, perhaps most importantly, what general concerns are they expressing in person to doctors and medical personnel?
Ensure you have procedures in place to receive this vital information in compliance and in a timely fashion, and make answering patients’ questions a focal point of your overall content strategy. Doing so will immediately ensure you’re producing consistently relevant healthcare content that patients desire most, not to mention help position your organization as a trusted source for information within the industry.
And, don’t forget what could be your biggest competitive advantage of all: Your free access to doctors and trained medical professionals! With regular, open communication, you can rather easily solicit timely content ideas, procure valuable quotes and health-related stats and figures to bolster your writing, and maybe even develop a stable of expert guest contributors on your current staff.