are taking charge of many aspects of their own health. If you want to
be the go-to brand, you have to serve up the content they’d like to see.
If the content you are publishing is not
getting much traction, you need to do something about it. Get creative.
Rethink your content strategy. Change it up.
While the blog is a good staple, you can and
should move beyond it. The good news is you can repurpose that content
to be more interactive and engage patients. Here are three hot content
areas that can boost the engagement for your health care facility or
1. The Quiz. Since so many
people are looking up health information online, this is a natural
engagement tool for potential patients. Even better, it can prequalify
patients or be used to build a niche mailing list.
You can create a quiz with a series of
questions that helps people identify their symptoms. For example, a quiz
about the signs and symptoms of kidney stones might have questions such
as "Do you have severe pain in the side and back, below the ribs?" And
"Do you have pain that spreads to the lower abdomen and groin?" Or you
can do an “awareness quiz” that tests knowledge or simply entertains.
We did a humorous quiz for a group of colon
doctors about colonoscopies and it was a huge hit. One question was:
“Where can patients experience a “Kinder Colonoscopy?” a. Facebook; b.
Colon & Rectal Specialists; c. Disney World; d. Walmart. The wrong
answers were obviously wrong but people liked it so it helped build
awareness for the topic.
Make sure you add a disclaimer, as well as a
call to action at the end such as “make an appointment,” “subscribe to
our blog,” “post your results on Facebook.” Then share or advertise your
quiz in social media.
2. A Good Story. Content
that gets shared is content that makes people feel good. Telling a
success story or showing a video where someone made a difference in the
life of another is particularly engaging. It can be as simple as showing
the reaction of patients to therapy dogs that visit the hospital rooms
or telling the story of how someone found a kidney donor and the
difference that made in the life of another.
Everybody has a story! And that’s what people
want to see. You don’t know if you don’t ask. They are right there in
front of you if you take the time to seek them out. And when you or
the medical staff does ask, you learn more about the patients you
are serving. That makes health care naturally more personal and patient centered. Give it a try and see what happens. You’ll be
surprised and rewarded with results you never expected.
3. Mobile tools. Consumers
are using mobile phones to take their health into their own hands. They
have been using mobile devices to monitor their weight, fitness, heart
rate, and other vital signs for chronic disease management or just for
fun. Mobile also has the potential to help doctors diagnose patients
virtually, help patients manage conditions such as Type 2 diabetes and
even offer ways that specialists can get referrals from primary care
physicians. Engaged patients that partner in their own healthcare are
the ones you want since their outcomes are usually better. App-enabled
patient portals, telehealth, text communications and remote patient
monitoring are some of the top ways to engage patients via mobile.