It’s a tough time for medical blogging, given the state of the world right now. Much of the advice we tend to gravitate toward in healthcare marketing involves things that just aren’t easy for many at the moment. Heading out of summer and rapidly advancing toward winter, now would be the time that we start emphasizing things like going to the gym and taking fitness classes.
Let’s face it: The timing is wrong for that kind of content. The good news is that COVID-19 has brought to the surface a few health-related topics we otherwise wouldn’t be thinking about right now. I’m going to give you some suggestions that I think have the potential to keep medical bloggers and marketers busy for a while. Let’s take a look at a few ideas …
COVID-19 Facts
The word “facts” is key here since many online sources are rife with misinformation. Be the one that presents factual, vetted information that people can actually use and trust. In the world of blogging, your efforts could really stand out if you start and remain committed to only delivering factual information.
When dealing with COVID-related topics, try to be less editorial and more journalistic. Stick with the facts and go light on opinions. People need sound advice, not just your advice. Even better, you can actually curate content that is demonstrably errant and set the record straight. This is an increasingly popular content area, especially on platforms like YouTube. Can we say, “vlogging,” anyone?
Better still, you can use your blog to promote your YouTube channel and offer sound, congruent messaging between content mediums. Write your video scripts based on information in your main blog. Pose questions in your blog posts and answer them in your videos. Give people a reason to want to consume all of your content. Being a trustworthy source of information is a great starting point.
Flu Shots
Flu shots are more important than ever. There are plenty of blogs out there using lots of words to persuade people to get one. Use your blog to educate people on all the reasons why they should. If you check out a few other blogs in your niche, you’ll find that most other medical bloggers are sharing the same information with very little variation.
This is another opportunity you have to show your readers just how much more valuable a resource your blog is than average. Anticipate people’s questions and objections and address them directly. Don’t sell them on the idea of a flu shot. Present your content in a way that motivates them to be well. Explain how flu shots can contribute to their own wellness and that of the people around them, and use some good curated content from trusted sources to back up your claims.
If your readers perceive that you are the type of blogger that does their research and chooses source material well, they will take your advice seriously. In a time when the world is facing a serious health threat, it is important that people understand that there are other dangers out there. Most are so fixated on COVID-19 that they don’t see the seriousness of other preventable ailments, like the flu. Keep educating and keep driving the concept of urgency when it comes to flu shots.
Tele-Med Visits
There are still some older readers out there who remember when doctors still made house calls. Then there are those who are settled into their routines and won’t see a doctor or other medical professional if they aren’t right there in the office being treated one-on-one.
Well, another thing that COVID has necessitated is having as few people as possible milling about medical facilities. This is why it’s important that people understand the value and benefit of tele-med visits. They’re safe for everyone involved, and people can still get excellent care without putting themselves or others at risk.
Educate people on the available options. Some people have issues with being on camera and don’t want to use tele-med services that involve video. Let them know that many issues can be addressed with a phone call. Better yet, address the anxieties involved with every tele-med scenario and help them feel better about using remote solutions to address basic non-life-threatening issues.
Safety at Family Gatherings
We are running headlong into the holiday season, and many of us are being faced with some difficult decisions about family gatherings. While not getting together may be the safest and most practical solution, people are people. We aren’t going to spend the holidays in quarantine.
That being the case, focus some of your blog content on how to stay safe when getting together. This is another area where credible sourcing is crucial. Present ideas in a way that looks attractive to the reader. Don’t just tell them why certain adjustments are necessary this year; show them your sources and let the experts explain it.
Self-Care While Staying at Home
Depression and other emotional health issues have hit people hard in isolation. These issues can not only sap people’s motivation but also make it difficult to make decisions or take action to feel better. This is one area where people will need and greatly appreciate ideas for keeping their minds and bodies healthy. Focus some of your blog content this fall and winter on practical self-care subjects and drive the benefits of staying mentally awake and physically comfortable while we wait this thing out.
At BeezContent, we have a real passion for medical marketing content and can help you develop a medical blog that addresses timely, relevant subjects that keep your readers engaged. Need help getting your blog moving? Contact us. We’re here to assist.
