When you work in healthcare marketing, you know you’ve got a big team of experts right there in the building who are carrying around valuable knowledge that could be turned into great content. But they (understandably) have other priorities.
Doctors are busy. At the end of a long day (or night) of attending to patients and helping ward off illness and death, they don’t have a lot of leftover time or energy. On the one hand, you know your inbound marketing efforts would be much stronger if you could get the medical professionals at your hospital involved in content creation. On the other, you know how hard it can be on them to commit to one more thing.
You need to find the delicate balance between respecting your physicians’ time while still making use of their expertise. It’s tricky, but it can be done. Here’s how:
To people who do inbound marketing, the value is obvious. For everyone else, there’s a learning curve. You have to explain to them:
You can find a number of persuasive statistics on how useful inbound marketing is. Here are a few that can help you make the case:
When your business is about something as personal and sensitive as people’s health, encouraging patients to feel closer to your company and positive about the care you provide are especially valuable.
Make sure you tailor your pitch specifically to physicians. Consider how attracting new patients with inbound marketing benefits them. It could be a bigger budget for new equipment, the prestige of working at a hospital with a stronger reputation, or the appeal of having patients come in more informed about their health because of your newsletter.
Finally, make it clear to your physicians that having their name on informative, valuable content on the Web is a good way to garner more respect both in the larger industry and from patients. People are nervous when they have to find a new doctor — nobody wants to end up with a grumpy curmudgeon who doesn’t listen. They want the friendly, personable physician who cares. Your doctors can start building that positive relationship before a patient walks through the door by putting their thoughts out there.
Your doctors are all complicated individuals with their own preferences. Some might want total control over anything with their name on it, and others might be OK with answering questions on a quick call now and then, but really want to keep their commitment light. Some might be more open to making videos or podcasts, while others are more comfortable with writing.
These examples of content hospitals are producing with the aid of doctors may help inspire you.
Be flexible and figure out what works best for your doctors. If they can find a format or method that’s enjoyable or rewarding for them, helping you out won’t feel as much like extra work.
Creating marketing content isn’t their job, it’s yours. Any work you can do to minimize their input should be embraced. Develop ways to keep their time commitment down. For example:
Once you succeed in getting your doctors involved, take the time to make sure they’re happy with the results. Let them review the final version of any content before you publish and check in with them from time to time to ensure they’re satisfied with how the healthcare content creation process is working.
With their help, the content you create can become valuable educational resources that attract new patients and also help encourage healthier habits.