Content Strategies for Doctors
It’s a fact:
You want to see more of your ideal patients.
When you do, your practice is busier and more profitable—and you have greater enjoyment while at the office.
For that to happen, you obviously need an effective marketing plan. This will help you reach and connect with your target market.
And one of the biggest elements of the overall marketing plan for your medical practice is content.
Content Marketing for Your Medical Practice
The major focus of content marketing is to produce high quality content that both represents your practice’s brand and keeps your ideal patients interested and engaged. In doing so, your practice is “top of mind” when they need the expert healthcare you provide.
And for your content marketing to be successful, you need it to be strategic!
We’ll touch on your content marketing strategy more in just a second, but consider this:
To reach and connect with your ideal patients, you need to keep them in what marketers call a “sales funnel.”
Okay, so what’s that?
It’s essentially a metaphor for the process it takes to convert a person into a patient. The longer someone stays in the funnel, the more likely he or she becomes your patient.
And if you want to keep leads in your sales funnel, you need to stay connected.
Fortunately, we live in the most highly connected time in human history—all thanks to the internet.
If people willingly provide you with their email addresses, you can use targeted campaigns to reach out and motivate them to come to your website, which is where you convert site visitors to actual patients.
Why would anyone just hand over his or her email address?
Because you have something valuable to give them in return. Specifically, we’re talking about high quality offers—eBooks, guides, etc.—your site’s visitors won’t be able to resist.
Before the content development for your practice’s brand can even begin, there are three main elements we will work with you to establish.
The importance of utilizing these three frameworks in tandem will help ensure you’re targeting the ideal patient at the proper moment in time.
1. Buyer Persona(s)
Buyer personas help naildown the exact type of patient you want to target with content marketing.
Utilizing personas when writing your content helps keep your message clear and concise to hit the style of writing your ideal patients enjoy. It allows you to also write content targeting their challenges and personal/professional goals.
Doing this enables you to appear in front of your personas while they’re looking for professional medical services. And that’s exactly what you happen to provide.
2) SMART Goals
Setting SMART goals (specific, measurable, attainable, relevant, & timely) helps you keep your content marketing efforts focused and effective. Whether your goals orient around site visits, leads, or new conversions, they need to be directly correlated with specific goals while being associated with a detailed plan of execution.
All of this can lead to more calls to your office and, even better, appointments being scheduled with your practice.
3) Content Calendar
Having a content development calendar helps keep you dedicated to your goals while having a keen understanding of what message(s) you’re looking to specifically relay through the next month.
As a general rule of thumb, content calendars should have very specific items outlined for the next three months while the entire year is at least filled with topics that will be touched upon. Aim to implement a unique content offer at least once every quarter.
When developing content, our specialists work to determine a topic that will attract and convert potential patients and determine what form the resulting piece of content should take (eBook, white paper, etc.).
Once developed, the content will go through a final planning/posting stage, which will involve calls-to-action, a linking strategy, design implementation, and posting.
At this point, everything is now ready for your site’s visitors.
And because your content was strategically planned, you will find it leads to better results—which means converting those visitors into patient leads.
Speaking of results, you can track the performance of your content through a variety of insightful metrics. A couple that are particularly important include number of new site visitors, average time spent on page, and your site’s bounce rate.
Professional Content Services for Your Medical Practice
Any professional writer will be quick to tell you this:
Everyone thinks themselves to be a good writer.
Unfortunately, this isn’t the case.
In the same way that you are experienced, skilled, and trained to treat patients, copywriters are experienced, skilled, and trained to produce exceptional content.
For that reason, VMD Services has a team of dedicated writers who would love to create your content strategy and fill your website with carefully written pages and blog posts—all in the name of achieving the ultimate goal:
Turning your site visitors into patients.
Contact us today to find out more about how we can help bring in new patients to your practice with our professional content services!