Build Trust With Prospective Patients With Healthcare Content Writing

From complicated medical treatments to opaque insurance rules, healthcare isn’t always the easiest subject to understand. But healthcare content writing aims to transform subjects that usually require an advanced degree into articles and blog posts that the average reader can understand.

Medical professionals who want to attract more patients, companies that produce specialized healthcare products, and insurance companies are all examples of entities that stand to gain from the use of stellar healthcare content. Let’s take a look at what makes healthcare content worth reading, the benefits of using healthcare content writing, and how your company can start its own healthcare content campaign.

What Makes Healthcare Content Writing Great?

There’s a lot of content online, period. According to Forbes, 2.5 quintillion bytes of data are created each day. It’s easy to recognize bad content writing. It’s boring or you try to read it and it doesn’t make sense. Bad healthcare content promises one thing and delivers something else entirely.

When you want to produce your own must-read healthcare content writing, it’s essential it has these features:

Simplicity

“Healthcare” and “complicated” go hand-in-hand. There’s no quicker way to turn off a reader than to use medical language and jargon when you’re talking about a dental issue or health concern. Keep the language of your content writing simple and easy to understand. The company QuickSprout recommends using short paragraphs, short sentences and short words. One way to do that is to ask non-experts to read it over. If they don’t get it, then it’s a good idea to start over and to simplify even more.

Relevance

Ideally, the healthcare topics you write about will be relevant to your brand and to what people want to learn. For example, around Halloween, a dental practice can produce a blog post about what to do with all that extra candy to avoid cavities. A physician’s office can put up a blog post that talks about how to keep a healthy eating routine when there’s lots of tempting candy around.

Accuracy

Accurate information is important in all types of content writing, and it’s especially important in healthcare writing. Ideally, the content writer who creates healthcare blog posts and articles for your brand is familiar with the subject and a top-notch researcher. A content writer doesn’t need to be a medical professional but should be able to present clear and correct information.

Cohesiveness

A great piece of healthcare content writing poses a question, answers the question, and summarizes everything neatly. Great content writing makes sense and doesn’t leave readers scratching their heads at the end of it.

Uniqueness

Every healthcare practice or company has something that makes it different from competitors. The content created for the company will capture that unique feature.

Why Use Healthcare Content Writing?

There are several benefits to using healthcare content writing. It can help bring more people to your company’s website. Ideally, the content you create will rank well in search results. This will drive people who are looking for the specific information you’re providing to your page.

Well-written and informative healthcare content also helps establish you as an authority in the field. When you provide people with information that helps them, they are going to be more likely to turn to you when they have a problem or concern in the future.

Who’s Using Healthcare Content Writing?

Any company in the healthcare field, from doctors and other medical professionals to health insurance companies and from companies that sell medical products to colleges and schools can use healthcare content writing. Here are a few notable examples.

Oral B/Crest Dentalcare.com

Oral B and Crest created DentalCare.com as a portal for dental professionals. The hub provides continuing education courses for professionals in the dental industry as well as written articles that are designed to help dentists better educate their patients about certain dental concerns and conditions.

Cleveland Clinic

Patients and casual readers can get loads of information from The Cleveland Clinic’s Health Library. The library has articles on a full range of conditions, treatments, and symptoms. It also contains articles that feature tips for healthy living and wellness.

Floating Hospital for Children at Tufts Medical Center OurCircleofMoms.com

Circle of Moms is an online community created by Tufts Medical Center. A highlight of the community is its blog. The blog features posts written by moms about topics of interest to other moms.

UnitedHealthcare

UnitedHealthcare provides insurance, so it’s in the best interest of the company to help people live healthy lives. One way it does so is through a content hub that contains quizzes, articles and other types of content to help people improve their health and fitness.

How To Get Started With Healthcare Content Writing.

So how do we do it? This is a question marketers often have when thinking of starting their own blog or healthcare-focused content hub. You can have a member of your own team create blog posts and articles, but many companies find that it’s easier to outsource content writing.

In fact, content creation is the content marketing activity that B2C companies are most likely to outsource, according to a report from the Content Marketing Institute.

When outsourcing content writing, it’s important you find a company that has experience in the healthcare industry. A team of experienced and knowledgeable healthcare writers should make up the service you work with.

It’s not uncommon for content writing service providers to assign articles and projects to writers regardless of their knowledge or experience level. Confirm that the prospective company assigns projects based on knowledge and that it doesn’t offshore its writing assignments.

Another thing worth paying attention to when you’re getting started with content writing is how frequently the content gets produced. Do you want to jump in with both feet and produce fresh content daily? Or are you more cautious and prefer to start with one or two posts per week? Find out what type of volume the content service provider you use can offer and if there’s flexibility to increase or decrease volume as your needs change.

You can do it alone when it comes to creating healthcare content writing. Your time is often better spent focusing on the needs of your business, including your patients, whether you’re running a busy medical practice or a company that produces health care products. Outsourcing content writing helps you achieve your content marketing goals without as much time and effort on your part.