Three Tips to Strengthen Your Health Organization's Blog

Anne Moss Rogers
Marketing Health Services
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Key Takeaways
  • Eight in 10 online health inquiries start with a search engine, and 72% of Internet users have looked online for health information within the past year, according to the Pew Research Center. 

  • Design your blog around the most frequent patient questions and concerns, and your website will become the hub of information that patients are seeking instead of an outlet for bragging rights.  

  • Publish patient success stories, or interview a doctor on the latest procedure. In short, publish the things that people want to read, and not just the things that the CEO wants to put out there.​

​​Your blog is the core of a good health care content marketing strategy. Why? Eight in 10 online health inquiries start with a search engine, and 72% of Internet users have looked online for health information within the past year, according to the Pew Research Center. 

Not only is a blog the carrot that brings in initial visitors from search engines, it offers lots of data about your target market. How can you leverage this information to perfect your content marketing strategy? Here are three tips for boosting your blog performance:

1. Analyze your blog’s history.

Look at Google Analytics to determine which posts had the most visits in the past year. Which ones had the longest “average time on page?” Which ones were shared the most? In most cases, your blog is the most visited area of your website. If not, you need to do some revamping.

If you analyze this data, you can get more targeted in your approach. If you can’t discern what the data means, then hire a consultant to help you figure it out. This will save you a great deal of time, money and frustration.

Once you have an analysis, you can publish more content that boosts your visitation and your brand.

2. Don’t just blog about yourself. 

How much do you like the woman on Facebook who talks about her perfect kids all the time? The same goes for a hospital blog. So many health care facilities publish only press-release-style information. That’s old school and out of touch. 

One in 10 posts can be about your latest award, but in most cases, that’s not the information that people are seeking. Design your blog around the most frequent patient questions and concerns, and your website will become the hub of information that patients are seeking instead of an outlet for bragging rights.  

Start by outlining your service lines, determining the FAQs for each of them, and then addressing them all on one blog post. Publish patient success stories, or interview a doctor on the latest procedure. In short, publish the things that people want to read, and not just the things that the CEO wants to put out there. I guarantee that you’ll get more interest on a post about why you can’t drink water after midnight before a surgery than you will with a post about your latest Healthgrades​ ratings.

3. Your blog needs to support other messages out there.

Just recently, I saw local billboards about men’s health and noticed that there is no content support for this campaign anywhere on the website. This is a missed opportunity. Think about integrated your marketing efforts—it doesn’t stop at the billboard.

Start with your blog, check out what’s resonating, and then fan out from there to more attractive content vehicles such as video, apps and social media advertising.


This article was originally published in the December 2014 issue of the Marketing Health Services​ e-newsletter.


Author Bio:

Anne Moss Rogers
Anne Moss Rogers, a former copywriter with 14 years of health care marketing experience, is co-founder and creative director of Impression Marketing. You can find Anne Moss @ImpressionM on Twitter and Impression-Marketing.com.
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