This week, we were generously invited to a networking event held semiweekly by the BoB Clubs (Business over Breakfast) midday group of Edmonton. Geneve and I didn’t sit together, and so we managed to really work the room, though she got first dibs at our shared lunch plates. I longingly stared from across Expressionz Cafe.
As the members and guests talked about their respective businesses, I diligently jotted notes about each presentation. As we finished our meals and began networking, I got into a spirited discussion about web content, blogging and how to build website traffic.
The chatter attracted a gentleman who came right up behind us and began asking pointed questions. He was in the healthcare industry and had a fair share of news related content on his website, but he was curious if there were possible advantages for him to be blogging.
I was careful.
I didn’t let myself wax endlessly, and I did tell him that we could have a detailed conversation about his clients might be seeking and how that might work for him.
He hasn’t returned my email—it was only thirty hours ago. But I wanted to share a few ideas about what has made me so excited:
How Can Content Marketing Work for Healthcare Providers?
This is a big question, and it wouldn’t be easy to answer broadly. The gentleman I spoke with on Friday was an independent service provider for patients, so I will try to answer his question succinctly.
It’s not news that people prefer to surf the web for information and answers to their problems and ailments. The alternative, a trip to the doctor’s office, is even less desirable now that we have this modern convenience. An additional complexity to this issue is the plethora of incorrect or outdated information ranking on Google’s pages. When patients act upon this information, things can escalate to perilous possibilities.
That said, a little guidance from a healthcare professional could go a long way to providing reliable sources for health information. Building a solid blog archive of relevant content, reliable search sites, and new symptom detection sources would be a great start. Additionally, practitioners could share their experiences and professional opinions on changes within their industry, studies that have been published or reviewed, and what possible implications might surface because of those studies. The added advantages of audio, video and guest posts could provide patients with safe, compliant information through a more human medium.
What About Social Media in Healthcare?
There is huge potential and opportunity for healthcare professionals who merge social media into their content marketing. Social platforms can leverage your reach from your immediate circle and outward. There are possible caveats concerning professional compliance and privacy that practitioners would need to research and understand. But the thought of any real time interaction with a healthcare practitioner frankly is, as a 30-something male, pretty attractive to me.
In fact, I dare say that in our collective near futures, blogs and social media for healthcare practitioners will be more the norm than not.
Building a relevant, respectable and goal-busting online presence is more than possible. And building the right strategy to get things started is a few letters away. If you are in a professional field and you are still unsure of how content marketing could work for you, please fill out the floating form on the left.
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Have a great week.