Updated: Sep 1, 2019
In a previous blog post titled ‘A Doctors Survivor Guide to Social Media in 2019’ we mentioned the importance of creativity, context, and volume in the world social media. However, it’s important we mention none of those things are possible without content. Content is the product of creativity. Content placed in the right context at high volumes can grow any brand. Growing brand is imperative because it will increase patient flow, retention, and reimbursements.
Content can be produced in 4 different forms. They include written word, images, videos, and audio. Before discussing the details of each form, we must also establish that content online has two genres. Entertainment and education are the only two genres of content online. Everything else is typically just ignored. Social media users are usually also flooded with advertisements and value-less spam content. For that reason, its important brands focus on bringing value by being “the show” and less “the advertisement.”
Through this mindset medical providers could write some of their best advice in a form of a blog. This written word can then be distributed all over the internet paired with custom graphics. Patient interactions could also be recorded on video. This footage could then be edited and posted on Youtube (with patient permission) as a vlog. The content creation possibilities are endless. Physicians could even start their own podcast and invite other industry experts to be on their show.
Starting a podcast is the smartest thing a physician could do for his or her brand. It allows the doctor to “host the party” by inviting health experts on to the show. It gives physicians an excuse to further grow their network. Additionally consumers are leaning towards audio content because it is passive. People can walk their dogs, drive, or work out all while listening to a podcast. The podcasting niche is still small meaning there is tons of opportunity to build and retain an audience.
The other thing we must mention is that no one kind of content is best. Rather we advise physicians to communicate online how they are most comfortable. Some people like writing, others like speaking, and some love being in front of the camera. Figure out what form of communication you are most effective at and do that. After you do that it is important that you hire people to fill the other forms of communication. Meaning if you are a great writer, you should hire video people and graphic designers. It is important to have a team of creatives that can communicate in multiple different ways. Mastering the creative process is step one. Distributing content effectively is step two.