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How to Use a Blog to Promote Your Medical Practice

If you are a doctor and you’re not blogging, the question is: why not? Blogging is a powerful method of medical marketing that helps you get your name out there, connect with potential patients, and generate more business. You might be wondering why on earth you would take time out of your busy schedule as a physician to write for free. Well, here’s why.

Author: John White
Date: Jan 11, 2010 - 7:59:36 AM

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If you are a doctor and you’re not blogging, the question is: why not?   Blogging is a powerful method of medical marketing that helps you get your name out there, connect with potential patients, and generate more business.   You might be wondering why on earth you would take time out of your busy schedule as a physician to write for free.   Well, here’s why.  

For one, if you’re far too busy to blog yourself, you can always hire a ghostwriter to write your blog posts for you, and then review each blog post to ensure that you approve of its content and request changes if necessary.   Secondly, blog posts aren’t difficult to write.   Even if you just take 30 minutes out of your day, you can write a pretty decent blog post.   Blog posts tend to be shorter than other kinds of online articles, and they are written in a casual tone.  

 Surely, you already have a website for your medical practice.   If not, you absolutely need to get one.   In this day and age, in order to attract new patients, it’s essential for a portion of your medical marketing   campaign to be conducted online.   The majority of adults search for health information online and when they need to go to the doctor, they do a quick online search to find doctors in their area.   You need to make sure that you have a search engine-optimized website that people can find when they search online.   People are more likely to trust you and choose you as their doctor if you have a presence online.   Blogs help you expand that presence and give your practice more credibility.

 The main purpose of having a blog is to connect with your patients and potential patients.   Now, clearly, you wouldn’t use a blog to talk about what happens in your practice or how your day was.   However, you could use a blog to discuss the latest treatments in your field, recent medical breakthroughs, and other general information.   When people browse online for medical information and find your site, they are likely to trust you as a good source of information since you are a doctor.   This helps you build authority within your medical field as well as online.  

 Another important benefit of blogging is that you can connect with your readers on a personal level.   Your blog readers will comment on blog posts you write that they find interesting, and you can then respond to their comments.   As a result of blogging, you can connect with your patients and potential patients.   People will think of you as a friendly, approachable doctor rather than one who is too busy to give them the time of day.   This personal connection is important because it helps you attract more patients to your practice.  

Blogging is also beneficial because it gives your online presence a major boost.   People aren’t the only ones who love blogs; search engines do too.   Blogs are constantly updated and the search engines like content-rich sites that are fresh and frequently updated.   Furthermore, a blog connected to your main website makes it easier for search engine robots to crawl and index your site.   And most importantly, content is considered king online.   Both people and search engines love great content.   Great content attracts links on other relevant sites and blogs, which then leads to a higher search engine ranking.   Search engines judge the popularity and relevance of your site based on the number of links back to your site that accumulate on other websites.  

 Blogging also makes it easier for you to participate in social media because you have something that you can immediately share and use to attract attention to yourself and your practice.   By joining a site like Twitter, you can post updates, or “tweets,” each time you write a new blog post.   If the blog posts are good, other Twitter users will “re-tweet” them and spread them across the twitterverse.   Social media marketing is like word-of-mouth on steroids, and when used properly, it can catapult you to both online and offline fame.  

 So, what are you waiting for?   If your medical marketing plan doesn’t include blogging, consider adding a blog to your current website.   The more you update the blog, the better, but you can even update it as little as once or twice per week if you are too busy to dedicate any more time to it than that.   There are a number of doctors and hospitals that have used blogging and social media to generate publicity and attract new patients, and you can do the same.   Start a blog today if you want to increase awareness about your practice and generate publicity both online and offline.

  Author Bio:

John White is a medical marketing expert who works full time with health care providers to increase their visibility on the web space to get people connected with the Medical Professionals.

View all articles by John White

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