Reserve Your Spot at the Forefront of Technology
As the social media movement explodes, it becomes more and more important to make sure that your practice takes part. Potential patients have become accustomed to immediate results in their quest for information, and they're looking to obtain it from a variety of sources. It is now more important than ever to be accessible... and in as many places as possible. Blogging is one of the easiest ways to captivate potential patients and to keep your current patients engaged.
What is a Blog?
A blog is a website or part of a website that functions as a personal online mini-magazine, allowing the writer, or "blogger," to write short, timely commentaries or informational articles on a variety of subjects. Some blogs are interactive, allowing visitors to leave comments and ask questions. This distinguishes blogs from traditional informational websites. For a medical practice, a blog can be a forum for doctors to both interact with potential patients and establish themselves as experts in their respective fields.
Why Your Practice Needs A Blog
There are many reasons to have a blog, one of which is to engage prospective patients and build rapport. Blogs are an easy way for them to get to know the practice and for you to demonstrate your expertise. Interesting, informative blogs that focus on timely subjects or that have local meaning will often attract the attention of consumers that might be thinking about a medical procedure but not yet looking. Blogs also have SEO benefits as each entry keeps your site looking fresh and updated in the eyes of the search engines.
How to Blog
The first step is to have a blog website that allows you to easily log on and make your posts. There are several different methods of hosting and they can be custom tailored so that they continue to brand your practice whether they are hosted on your current website or on another server. There are advantages and disadvantages to both hosting methods. Your marketing goals will determine which options are best for you.
What to Blog About
Once your blog is set up, what do you blog about? Again, your marketing goals will determine the direction of your blog subject matter. Demographics are also important in determining your content. You may want to engage prospective patients who are considering refractive surgery or you may have a longer-term goal and want to simply reach out to your community, establishing yourself as the local (or not-so-local) expert. If you are trying to enhance your practice SEO, you may want to address popular, timely subjects that are being discussed in the media. Or, you may want to focus on portraying yours as a modern practice and target the social media crowd.
Who Should Do Your Blogging
Some practices hire professionals to post for them, which makes the process more "turn-key." If the content is generally agreed upon, this can be a successful strategy. Other practices leave it to members of their staff and in some cases make the focus of the blog staff-oriented. However, in many cases, it is the doctor who does the blogging, which can promote the feeling of a special connection with prospective and current patients.