As a hospital marketer, you spend a lot of time developing content for two audiences: physicians and patients. But resources and time don’t always allow for two separate silos. And while the content you develop may be pertinent for both, the way that it’s presented needs to be different. Consumers need colloquial terms to understand what your hospital is known for and the services it provides. Physicians, on the other hand, are mainly looking for content that can help them in a clinical setting: new guidelines, practice updates, and techniques in their specialties that can help them care for their patients. Occasionally, consumer-facing content can keep them up to date on the issues patients are facing and the questions they are asking so that doctors are prepared when they see their patients. However, that content still needs to be tweaked for physicians to be relevant. Below are three ways you can update your consumer content to be physician-facing:
1. One of the simplest ways to turn consumer-facing content into physician-facing content is by adding a tag at the top of an article that says "What Your Patients Are Reading". It shows physicians that while the content is not directed specifically at them, it’s still relevant and valuable. The tag could look like the below on your page:
2. Another great way to update consumer content is by taking popular trends in medicine among patients and asking an expert to write about that trend from a medical perspective. This can be used as an article that you share through various channels or could be turned into an Op-Med piece. Additionally, while using your physicians as a resource, incorporating quotes from those physicians and outcome results can make content much more relatable and useful for their peers.
3. You might not know where to start when you have a strong piece of content for your consumer marketing campaign that needs to be updated so that it resonates with physicians. There are some useful tools at your fingertips to help with the transformation. At Doximity, an important tool is your client success team. They’re available to wordsmith and go back and forth on edits to ensure your piece hits the mark. A medical writer is often overlooked when it comes to reconfiguring consumer content. But, they’re able to help with everything from rewriting articles, headline suggestions, reviewing content and putting together recommendations on what they think would perform best.
It’s difficult to find the time and resources to develop content for both your physicians and consumers. Leveraging the material is a great way to do so, and in using the above tactics, you can make sure that the message is being heard.
For more information, or if you need help from a medical writer, contact us.