3 reasons why doctors should blog

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Unfortunately, doctor websites have far too rarely an information content that significantly exceeds that of a business card. But there are also positive examples. Why is it worthwhile for doctors to run a weblog? Three good reasons.

1. Patient recovery: Patients are increasingly looking for health information on the Internet, as studies have shown, and are thus becoming aware of the blogging doctor and the practice team. Increasing your own visibility on the web is probably the most important reason why doctors should blog. Patients can find the doctor's website through regular contributions on relevant health issues. What doctors should pay attention to, she writes Federal Medical Association in their guidelines,

Second Confidence building: A weblog can give patients an insight into the work of the doctor and his team (introduce the practice team, show everyday practice), convince them of the quality of the practice and the specialist staff (doctors interview about their careers and specializations), show the range of services (examinations, devices , Present services, compare etc.) and provide general patient information (about examination methods, opportunities, risks, trends). If the doctor's blog also answers frequent questions from patients and meets them in real dialogue at eye level, this increases the doctor's reputation and builds trust. Doctors can find many other helpful marketing tips at Blog of practice consultant Klaus-Dieter Thill,

Third Profiling: With their own blog, a doctor can set himself apart from his colleagues, present his individual unique selling points and thus sharpen his personal profile. A best practice example is ehealth blogger Dr. John, With its own corporate design, charming explanations and helpful tips on topics that move patients and are up to date (e.g. "What to do about the smartphone neck?"), The ehealth blog by Dr. Johannes Wimmer has now developed into a detailed ehealth magazine, in which guest experts also have their say. The content is distributed by Dr. Johannes of course also on social media channels like Facebook and Twitter. So much commitment pays off. The doctor from Hamburg likes to be interviewed by journalists on the subject of internet medicine, speaks about eHealth at many conferences and cooperates with a large health insurance company.

I am sure that doctors with their own content hub (whether we call it a blog, dynamic website, online magazine or whatever) will have an easier time managing their entire marketing activities. Once created, the content can be adapted for other channels (social media, etc.) and even serve as a template for brochures and flyers.

Website, weblog, online magazine, content hub … – in my opinion the transitions are fluid, all content of a company must be considered in the content marketing strategy. For our corporate and product websites, I rely on hybrid forms that are allowed to develop and are not rigidly separated. The categories sorted by type of contribution (testimonials, advice, etc.) and topics (eHealth, etc.) bring clarity. The main thing is that all websites are dynamic, that is, they are fed with new content, which ideally offers the addressed target group real added value. It is no coincidence that one of the most used content management systems has evolved from blog software.

Photo: © photodune.net / Wavebreakmedia

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