If you want your healthcare content to be understood and effective, make it easy to read. Fascinating facts, great stories and persuasive copywriting mean nothing if your patients or business prospects can’t or won’t take the time to read them. Even in the best of times, it takes skill to capture the attention of a […]
Website marketing
Communicating With an Anxious Audience
How to Apply a Dog Trainer’s Tips to Gain Trust and Attention The novel coronavirus hasn’t just affected the way we live our lives. It’s affected the way we communicate. With everyone’s nerves frayed and their hopes and dreams on hold, our audiences have changed. People may not be as receptive to the messages that […]
Communicate with Empathy Through this Crisis — Use a Human Voice
Today, I woke up and thought how nice it would be to go to my local cafe, grab a latte and a pastry and chat with the folks who hang out there in the morning with their dogs. Truth is, I almost never go to that cafe. I don’t drink coffee and I try not […]
Empathy in Healthcare Communications
Consider your audience’s perspective How much of your healthcare marketing content starts with the words “we” or “I”? If you’re not getting the results you want from the content you create, it may be time to change your perspective. As long as you put the spotlight on your organization and not your audience, you miss […]
A Freelancer’s Thanksgiving
Why I’m Grateful for My Career On Thursday, I’ll gather with my family and give thanks for the blessings we’ve enjoyed over the past year, the bounty we share, and the support we provide each other as siblings, parents and grandparents. But today, before I close my computer, I want to express gratitude for my […]
Make Your Health Care Story Stand Out
Write about the unexpected It’s the details people don’t expect that make your health care story worth reading. Too much of the marketing content written today—for blog posts, websites, brochures and even for video—is all the same. Worse, it’s completely predictable. It provides no insight into the uniqueness of a business, an individual or a […]
7 Rules For Creating Quality Content for Healthcare Marketing
Create value There is content. And then there is quality content. While it’s a treat to read a well written piece, when it comes to marketing, the difference is in the value the content provides its intended audience. You don’t have to be a great writer to create effective communications. But you do have to […]
Matching Your Brand Storytelling to Reality
In recent years, brand storytelling has become the shiny new object in marketing. Every agency touts their expertise in telling stories, and companies are hiring storytellers to join their marketing teams. There is nothing new about the concept. For decades, advertisers have used stories to sell products and services in an image or two and […]
Make Your Healthcare Website Your Online Home
All paths should lead to your website I was struck by a comment I read on a Facebook post by Dr. Howard Luks, a well-respected orthopedic surgeon, who provides a great example of how to use Facebook wisely. He posed the question “Why is a Facebook page for your physician important?” There is plenty of evidence […]
Great Healthcare Websites Start with a Great Content Strategy
9 key questions to ask before developing a content strategy The first step in recreating or refreshing your healthcare website is to agree on an effective content strategy for your business. In order to do that, you need to answer nine key questions that will guide the process: Why are you redoing your site? In other […]