Great Medical Blog Content: Think Like a Patient

Many physicians and health care providers in general are spending a lot of time, effort and money to have a website.  But a website without content is virtually nearly worthless.  Yes, patients can find you if they Google your name… but that’s not what you want.  You want them to know that you are the regional provider they want to see.

Creating content on a medical blog is king.  But content out of context is worthless.  Google wants to see that your website has fresh content that is relevant to the patients you are seeking to inform and attract.  How you approach this will make all the difference in determining how successful you will ultimately be.

When you think like a patient, and address the issues or questions in a manner similar to how they use Google you will start to see your traffic, virtual and in real life start to trend higher.

I suggest three broad categories to consider.  How else could a “typical” Orthopedist from NY garner a few million page views per year.

I. The recently injured patient.

These patients are nervous and and many are intent on diagnosing themselves. They are querying the site of pain, the nature of the pain, and perhaps mechanical symptoms they might be having. Focus on posts that will address questions like…

• why does my knee feel loose
• why can’t i move my shoulder
• Why is my shoulder stiff and painful at night
• my ankle pops when I move it.

Or focus on broader topics regarding how they were injured:

• Common running injuries
• Common skiing injuries

 II. The patient who has seen a doctor.

These patients have many questions that weren’t addressed during their visit.  The patient has had time to digest whatever was said in the office.  Now they are searching for more information about a particular diagnosis.   These patients are also seeking online “second opinions” of sorts.

• Do I need surgery for my ACL tear
• Do all rotator cuff tears need to be fixed
• What are the risks of rotator cuff surgery
• How long will a knee replacement last

III. The patient who has committed to proceeding with an operation.

These patients have decided they would like to proceed with surgery.  They are looking to see if there are any nuances or alternative ways of accomplishing the same procedure and what to expect before, during and after surgery.

• Graft choice for ACL reconstruction
• Recovery from ACL surgery
• Single bundle versus double bundle ACL reconstructions.
• Rotator Cuff Repairs
• Knee Replacement
  • Which prosthesis.
  • Preparation
  • Risks
  • Rehabilitation
  • Expectations and activities allowed.

IV: The Post Operative patient.

This last group is now learning to live with the restrictions you imposed after surgery.  They are scared about their recovery. They are scared about re-injuring themselves.  Not many people focus in this area, but it can be a source of many people arriving at your virtual doorstep.

• What activities can I do following a ….
• When can I return to sports after an ACL reconstruction
• Can I sleep on my side after a rotator cuff repair

Coming up with meaningful content for your website may seem daunting.  After spending years coaching many physicians I have found this to be a very effective way to try and structure your content.

Good Luck ! :-)