Starting a blog or dreaming up content to post on your Facebook page can be intimidating: you are publishing your words, research and ideas to the entire blogosphere for anyone to read and share.
But don’t let starting a blog for your practice intimidate you–it’s easy once you find your voice.
Health Care Communication recently posted an article helping new healthcare bloggers consider their purpose before posting content. By considering what you want your blog to accomplish, you can play to your strengths as a writer and narrow your focus to help you in finding content. And hopefully, it will help you enjoy blogging for your practice as well.
When developing your blog, ask yourself these questions:
- Who is my primary audience?
- Why do I want to start a blog for my practice?
- What do I want my patients and potential patients to read or learn each time they visit my blog?
- What do I want patients and potential patients to feel when they read my posts?
- What are my strengths as a writer?
Thinking about these questions will help provide direction for your blog. If you want to educate your readers on the most up-to-date information in healthcare, you want to adopt a voice of authority on your specific area of practice. You can also choose to incorporate storytelling into your posts, if you want your blog to have more of a narrative tone. These are two examples of healthcare-specific blogs:
- Educational blogs have one purpose: they teach readers. Successful educational blogs keep readers coming back because they value the blogger’s authority on his/her particular subject. Make sure your posts are practical, relatable and easily understood by readers without a medical degree. Always keep your audience in mind.
- Narrative blogs aim for the heart: they touch readers. If you are gifted with storytelling, consider this type of blog for your practice. Interview your physicians on why they do what they do. Have your physicians and staff share heartfelt stories about what inspires their work. Your writing should reveal the human side of your practice and help patients and potential patients connect with your practice. But avoid long posts: your posts should still fall within the 300-700 word range.
If you are considering this type of blog for your practice, make sure you always keep HIPAA guidelines in mind. You should never reveal any confidential patient information.
Finding the right voice for your practice’s blog will help give you the right direction for your blog and ultimately determine whether readers will keep coming back to your site.
So let what you post flow naturally from what you do.
If you are interested in starting a blog for your practice, we encourage you to sign up for our Promote My Practice Course 300. For more information, contact HCA Web Services.