It’s an age-old challenge that many doctors and medical professionals face every day: getting people to take better care of themselves before bad things happen. The problem is, people haven’t changed much over time. We procrastinate, we come up with more reasons not to do things than we do to actually get off the couch and do them. In fact, we are much more likely to spend money to maintain our cars than we are to maintain our good health. It’s a real problem with real consequences, and people need to understand that, right?
So, why is it so difficult to communicate these things? Simply put, we aren’t thinking in information age terms. We tell patients they need to schedule appointments, and they either ignore the request or get sucked into a never-ending loop of cancelations and reschedules, all in the name of not directly contradicting a medical professional.
The problem is that, for most people, being told they need to do something isn’t going to get the thing done. Most people these days insist on two things: being given a concrete reason why and having that reason conveyed in a way that appeals to them on an emotional level. Now, by “emotion,” I don’t mean “fear.” There are plenty of ways to communicate the necessity of preventive care without being intimidating.
This is where your blog comes in. It provides the answer to the question, “Why?” and does it in a way that is practical, informative, and builds trust. Scare tactics accomplish just the opposite and should never be part of the planning or execution of any marketing initiative that involves people’s health. I’ll expand on that thought a little more in a few minutes. For now, let’s look at a few specific ways you can use your blog as a force for good with your patients.
Blog on Common Health Issues
When a person hears something in a doctor’s office, it is easy to make the mistake that the condition, advice, or suggested treatment to avoid it are all aimed at the individual. Seeing content that shows that a specific form of preventive care is a common need adds credibility to what the reader hears in the office. It’s not just about them anymore — this is a real thing that affects other people.
When confronted with the reality that it isn’t all about them, people tend to pay a little closer attention. If other people wind up sick because they neglected a simple preventive measure or procedure, they can, too. This is an important message to send in your blog.
Concentrate on “Most Ignored” Treatments, Advice, Etc.
What sorts of things do you see in your practice every day? What sorts of things do patients tend to shrug off or ignore the most? What types of appointments get canceled and rescheduled the most? What areas of health do people tend to neglect the most? All the above questions are good springboards for multiple blog posts. You can base an entire series of posts on a single neglected treatment or area of preventive care. Let’s take a look at just one example.
At this time of year, flu shots come quickly to mind. You could conceivably write a blog about the common misconceptions about flu shots, followed by one that shows their effectiveness backed up by verifiable data. You could then complete the trifecta with: “Top 10 Reasons to Get a Flu Shot This Year.” There are very few, if any, topics that can’t be explored or expanded in this way.
Promise the Why in the Title
Using the word “why” in the title of a blog post is a real attention-getter. It implies that a problem or pain point exists and piques the reader’s curiosity about the subject. Being promised an explanation right in the title positions your practice as one that is confident in its ability to solve the problem. Here are a few examples:
• Why You Should See Your Doctor Before Your Next Migraine Hits
• Why Do I Need a Physical Every Year?
• Why Should I Keep My Follow-up Appointment If I’m No Longer Sick?
• 5 Reasons Why You Should See Your Doctor After Having the Flu
• 5 Reasons Why You Should Book That Ultrasound After a Kidney Stone
I think you get the idea…
Back Up All Claims with Facts
Never leave your opinions open to argument. Always present your medical opinions in a way that can’t be easily argued or refuted. The easiest way to accomplish this in your blog is to link out to (or directly quote, with due credit to the author) trustworthy sources that corroborate what you tell your patients.
The more material you can provide that agrees with your position, the harder it is to argue against it. Don’t just tell readers they need to get more frequent neurological exams if they’re prone to migraines. Link out to authoritative sources that explain the reasons as well as you do face-to-face. In a way, your blog provides the coveted “second opinion” that most patients claim to want when told they need to do anything medical-related.
Utilize Curated Content
Sometimes, existing authoritative content does a better job at conveying the messaging. While I do think it’s wise to use curated content sparingly, I don’t think shunning it completely is smart either. There is a delicate balance that exists between existing content and original. That balance is found in how the content is presented. Keep your thoughts and comments in the forefront, but communicate the urgency to read and heed the advice from curated sources.
Write Powerful Calls to Action
In blogging, there are few elements that have more of an effect than this. If you want the reader to do something as a result of reading the post, tell them to do it. People are not typically proactive, even in matters of their own health. If you want someone to call to book an appointment, that needs to be clear. If you want them to schedule online, that also needs to be clear. Never assume that people will just do something based on good information. I assure you they won’t; you have to tell them, period, or it probably won’t happen.
I hope that my advice here today helps you develop more compelling medical blog content around preventive care. If you’re still feeling stuck or just need some help getting things moving forward, contact BeezContent today. We’re here with the advice and expertise you need to get the most out of your blog and get more patients into your office for that all-important preventive care.
