Recruiting medical professionals to blog is a challenge. Teaching them to produce readable– even engaging– blog entries is an entirely different ballgame.
A couple of years back, I was asked to help my hometown; big city newspaper build a health and science area on its site– an enthusiastic task that included hiring numerous health professionals to blog site. Physicians. Lots of physicians.
When we managed to bring on board the group physicians from every significant sports team in the city, we were pretty excited. However, the excitement reduced a bit when we slammed into a painful reality – they had no idea how to write blog posts.Claim your FREE Practice Diagnosis
In the hope of saving you similar discomfort, here are some suggestions learned the hard way on how to coax strong material from medical professionals and other health companies:
1. Include Client Stories
I remember talking with an adolescent health professional early on who wished to write an entry about teen pregnancy. Her draft made great points, but it was just when she included a story about a confused patient that it came to life. Stories are how people learn and connect.
Nurses and doctors spend their days on the front lines and have great stories to share. They often avoid them, though, to protect privacy. Yes, there are personal privacy issues in naming names and offering recognizable details, and you need to take them seriously.
However, that should not prevent you from discovering a method to use patient stories either by requesting for consent or disguising specifics to protect identities.
2. Don’t Use Only Words
Blogs are incredibly versatile tools for interacting. Video, audio, photos– particularly photos– can all operate on a blog site. Utilize them all, when appropriate. Teach your professionals to think about the numerous possessions at their disposal.
We spent some hours following a treatment pet on his rounds through a regional rehab center. The resulting image essay– complete with smiling faces and wagging tails– drew a huge audience and told the story much more efficiently than text ever could.
3. Add Personality and Humor
One emergency situation department nurse would send dry entries about the administrative issues she dealt with. Give me a window into that life as a way of describing the administrative issues, which are certainly essential. Motivate your specialist bloggers to use the first person, to talk about themselves, their background, their family.
4. Share the Numbers
If a blog site entry gathers remarkable traffic, make sure you let the expert bloggers understand. No one desires to introduce their blog entry into the silence of deep space.
5. Pay Attention to Comments
The readers will be more engaged when they see that the doctor cares and is paying attention to thoughtful comments. One blog site entry we ran on breastfeeding ended by asking readers about the most uncommon place they had nursed their kid. It led to more blog entries and lots of energetic conversation.
A couple of years into blogging, a client safety specialist took a possibility and composed an entry for us on a young patient who passed away after swallowing medication spots. It was a distressing story and not something that he usually wrote, but it gathered the most traffic he ever had and a featured spot on the main newspaper homepage. Medical professionals, nurses, researchers can all supply terrific skilled content like that.
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