It is no secret that producing meaningful and concise content is the key to digital marketing. Gone are the days when users were accepting of content that was clearly written to plug a company’s product. Today, consumers of all ages have heightened expectations of content. They are demanding that content adds value and meaning to their lives.
This is especially challenging in the realm of medical content marketing. This is because the medical field full of solutions to problems not faced by many and jargon that is not easily understood by the general population.
Despite how difficult it may seem, it is possible to effectively produce content for medical clients while keeping relatability, readability, and SEO-friendly considerations in mind. Below are 5 things to consider when it comes to medical content marketing.
1. Use Simplified Language & Sentence Structure
The most important thing to consider when writing medical content is to simplify language and sentence structure as much as possible. Medical processes, treatments, and afflictions are generally not readily understood by a casual reader.
When writing about complex topics such as these, it is essential to provide the reader with a simple explanation that clarifies rather than confuses. Simple words increase comprehension, while short, simple sentences facilitate skimming –something lots of readers engage in.
2. Use Generalities to Define Complex Words or Phrases
When writing about medical procedures, be sure to use common language so your reader is not confused. Constantly referring to a medical procedure by its official name can get tedious and repetitive. In addition, the official name of the procedure you are describing probably consists of medical terminology the reader is unfamiliar with. Solve this problem by mentioning the official name of the procedure on first reference, using simplified language to describe it.
On subsequent references, use generalizations and simpler terminology to refer to the procedure. This will give your reader a clear understanding of the concept, allowing them to follow along easily. For example, instead of constantly using the term “Optical Coherence Tomography,” change the terminology when you mention the procedure again. “Layered retinal pictures” can be used in its place to ensure your reader’s understanding.
3. Make the Content Relevant, Not Dramatic
Content, regardless of the topic, must be relatable and semi-pertinent to the reader’s life. Accomplishing this can be challenging when writing content for the medical field. A key to creating exceptional content involves clearly defining why the topic matters to the reader.
This can be done by pointing out risk factors and shedding light on the widespread nature of the topic. Although you may be writing about a topic that elicits feelings of fear, be sure not to overdramatize the issue or write content that comes off as alarming. Instead of leaving readers informed, it may leave them feeling uneasy, calling your practice in a panic.
4. Define the Value Proposition to the Reader
Not all medical content you write will be directly relatable to the reader, but the value in the topic needs to be evident. The value can include the benefits of a procedure, symptoms of a condition, or preventative information. The bottom line? Content is ineffective if it lacks value.
5. Present Content Through the Lens of a Story
This is a well-known principle for any kind of writing, but it is often overlooked when writing about something that is rich in information, such as medical topics. Despite being overly informational and technical at times, medical content can still be presented through the lens of a story, which can help engage the reader and retain their attention for longer than usual.
Even if the story begins in a more general light and addresses the root of the topic later on, it can produce an appealing structure to readers. An informational piece can also take the form of a narrative! Try including a backstory about the procedure, place, or person you are writing about.
Content Marketing for Medical Practices
Content marketing for medical clients presents a difficult balance between keeping content fresh, understandable, and resonant, while maintaining the professional and technical aspects that are hallmarks of the medical field. By employing these 5 tactics, you can produce effective content for medical clients while utilizing a strong content marketing strategy. Need assistance with medical content for your website? Contact the experts at Today’s Business!