Expand your practice’s blog traffic by following these five tips from MedCity New.
1. Build the framework: Build an infrastructure so you can respond quickly and take advantage of a positive story about your facility. For instance, Mayo Clinic‘s most successful post racked up more than 2 million YouTube views in less than two months, with total views of approximately 8 million. “If we don’t have a presence on Facebook, our blog and Twitter, it doesn’t take off like that,” said Lee Aase, director of Mayo’s social media center. “Prepare the framework. Then when something like that comes along, it can take off.”
2. Localize it: The traditional approach of adding a local perspective to a national story is as applicable to your physician practice or hospital blogs as it is to newspapers. You should strive to do this any time employees can offer expertise, from an E. coli outbreak overseas to the CEO’s perspective on how a proposed federal law might affect the nation’s hospitals. For example, Chicago-based Rush University Medical Center created a blog post on the first-hand account of how a few of the hospital’s doctors helped with relief efforts after the 2010 earthquake in Haiti.
3. Serve a niche that’s otherwise been neglected: It’s true that a 10-minute video is less likely to go viral and reach millions of page views the way a 90-second clip might, but that doesn’t mean your practice / hospital should ignore longer videos. Find a topic your physicians have expertise in that is underrepresented on the web and create some content around it. A 10-minute Mayo Clinic video of a physician discussing a bone marrow cancer called myelofibrosis became an important resource for patients and families suffering from the condition, established Mayo as experts in the area and has led some patients suffering from the disease to seek treatment at the hospital. “It may have only gotten several thousands of viewers, but they’re the right several thousand,” Aase said.
4. Take advantage of interest in human interest: People love stories of community members who overcome long odds to beat a formidable opponent. Hospitals are built for these kind of stories. Barnes-Jewish Hospital got a lot of positive feedback about a 23-year-old heart transplant patient named Megan Moss, posting numerous updates on her operation and recovery over the course of more than a year. One post featured a video interview with Barnes-Jewish’s director of heart transplant. “It was just one of those human interest stories that resounded with the public,” said Hall of Barnes-Jewish.
5. Don’t overlook unusual nonmedical stories: Just because a topic doesn’t fit the doctor-saves-patient story construction, doesn’t mean it isn’t good. One of the top blog entries for North Carolina-based WakeMed Health & Hospitals featured time-lapse videos from the hospital’s helipads of a tornado that swept through the area.