You've finally gotten the approval to start a healthcare blog. You know it will be a huge service to your practice, helping patients by answering questions about their most pressing problems.
You sit down to write the most helpful, engaging and epic post of all time. You'll be the hero, and people will stand amazed at the new business garnered from one little blog post.
As your fingers hover above the keyboard, you realize you have no clue where to start.
Writer's block is in full force.
Just what topics will be the most useful for your readers?
We have the answers.
Keep It Green (Evergreen, That Is)
Unlike Snapchat, your posts don't disappear into oblivion when they're no longer relevant. That's why a good strategy is to provide a mix of timely info and evergreen topics.
Evergreen information doesn't get old as quickly as information about a trend. Good evergreen healthcare topics include aftercare instructions for a particular type of surgery, what kinds of conditions can be treated at home, and when you need to bring your child in to be seen by a doctor or healthcare professional.
Because these posts don't have an expiration date, you can drive traffic to them indefinitely. It also makes sense to let patients know these resources are available. They may refer to your blog for the answer to their questions, instead of calling the clinic.
Ask Your Patients
Often we don't know the reasons our patients prefer us over other providers. It's important to actually ask your patients what their struggles are. Solving these problems in a blog post will attract similar people to your practice. Take some time to talk to people in your practice, send them a quick email, or call them. Provide an incentive like a contest for a free gift card to give you the goods.
Dig Into Data
If you have access to records that show the most common conditions treated in your practice, put those at the top of your topic list.
Another consideration is demographics. If most of your patients are women between the ages of 27-35 with children, do a little digging to find out what's important to them.
Make It Light
Even though medicine can be a life or death business, you don't have to be so serious all the time!
News about the staff helps humanize your practice. People buy from people, not faceless organizations.
As a health-conscious organization, recipes are a great addition to your blog. Ask your patients and staff to encourage participation and engagement.
Keep Compliance in Mind
It's important that you stay up-to-date on the latest training so you don't violate any privacy or other legal issues. If you need permission for something, get it in writing. Always protect yourself and your practice from any liability issues that may arise from what you publish. This may mean including disclaimers at the bottom of every post. Check with your compliance department or person before publishing anything.
What are the goals of your healthcare blog? Where do you find inspiration for topics? We'd love to hear about it in the comments!
About the Author
Sharon McElwee is a freelance writer with over 15 years of experience. She loves helping businesses grow their online presence through blogging and social media management. Connect with her on Twitter.