The Intake

Insights for those starting, managing, and growing independent healthcare practices

Mastering healthcare content marketing and blogs for independent practices

Here’s why blogging for healthcare marketing is essential for your content strategy — and 6 types of blog posts to draw readers to your website.

Smiling medical professional looks at laptop computer learning about blogging for healthcare marketing

At a Glance

  • Blogs help healthcare providers establish themselves as thought leaders and experts, boost website traffic and search rankings, and provide content that can be repurposed for social media.
  • Regular blogging increases indexed pages and backlinks, which improves search engine optimization. More web traffic and leads will follow.
  • There are various effective blog formats for healthcare providers, including interviews, how-tos, news commentary, and more.

Ready to dive into healthcare content marketing? Blogs offer a place to demonstrate your specialty knowledge, provide helpful information to patients, and share your practice’s brand. A great blog highlights your practice's professionals, giving prospective patients confidence in their doctors and providers. They also drive traffic to your website, help establish you as an expert in your field, and boost your website’s ranking in the search engines — making them an  essential part of any healthcare marketing content strategy. Learn more about blogging for healthcare providers and how you can leverage content marketing to grow your practice.

With the rise in popularity of video content and podcasting, some think blogging is no longer a viable healthcare marketing strategy. Here are the benefits of a healthcare blog, plus 6 content examples to inspire your practice.

1. Blogs serve as content marketing to showcase your medical knowledge

Content marketing is creating and promoting content that engages with prospective patients and piques interest in available products and services — without explicitly promoting the business that offers those items for sale.

Using your blog as a content marketing strategy essentially showcases your expertise and gives confidence in your pracatice to prospective patients. Your unique, compelling content completes the work for you. Build your medical reputation, and the new patients will follow.

Patient Perspectives Report

2. The right healthcare content marketing strategy can establish you as the best option among your competitors

Becoming a thought leader in your local area will designate you as a go-to person in your field of expertise, which lends itself to visibility exposure for your practice. Local experts are routinely offered opportunities to share their expertise, such as a quote in an article or a spot on the local news, expanding visibility and solidifying their reputation. 

3. Regularly posting to a blog will help you rank higher in search engine rankings

Every time you publish a new blog post, you increase the number of your site’s indexed pages. The more indexed pages your site boasts, the more search engine-directed traffic your site receives. Plus, tailoring your content to a local audience will help when patients search for specific procedures or locations. An example of this would be someone searches for "Cleveland dentists root canal." If your local Clevleand blog details root canal procedures, you have an excellent chance of catching that prospective patient's eye. To make the most of your healthcare content marketing strategy be sure to blog regularly. Set a calendar for bi-weekly posts as a rule.

Blogging not only increases the number of indexed pages but also helps you grow a network of backlinks. Backlinks, or inbound links, are the connections made whenever a website cites your website as a source with a hyperlink, and they signal authority to search engines. 

As your web presence grows, other websites begin to cite you (and your notable medical expertise), and Google notices. The more quality backlinks to your site, the more confident Google becomes in your site.

A great online reputation, when combined with fantastic SEO, yields lead generation. ”

As you grow your digital footprint and improve your search results performance, you also further solidify your status as a thought leader. A great reputation, when combined with fantastic SEO results, yields lead generation.

5. Blogs give you content to repurpose for social media 

Part of any good content marketing strategy is understanding how to repurpose content into various mediums. You can use the information you publish via articles on your blog to create content for your social media accounts by tweaking it slightly.

Maybe you’ve written a post about the top 5 negative effects of UV exposure due to living ib Phoenix on your blog. You can then create an infographic or short video with this same information and post it to your Facebook or Instagram account. Even easier, simply reshare your article without creating any new content. 

Optimize Operations

6 healthcare blog types to inspire medical providers

Even doctors get writer's block. Knowing what to write about is a challenge for anyone with a blog, so consider varying your article format in order to generate inspiration. 

1. Interviews (Q&As)

Engage your audience with Q&A-style articles that share valuable information or engaging stories about local people or events. Consider reaching out to other physicians, medical professionals, or disease experts to get answers to the questions you hear most often from patients. 

2. How-tos or tutorials 

Share some of your medical provider expertise with patients via tutorials. For example, if you’re a dentist, consider sharing the proper way to floss and the most common mistakes you see. 

Share some of your medical provider expertise with patients via tutorials. ”

3. Patient case studies 

Case studies offer prospective patients social proof of your skills and ability as a medical provider. Just be sure to consult with legal counsel before writing or publishing any case studies to ensure you’ve secured proper patient permission and are not at risk for a HIPAA violation. 

4. News commentary 

News commentary is a great blog format for local healthcare marketing because it can boost your search rankings and highlight your specialized expertise. For example, a family doctor might write a blog post on local bed bug outbreaks — i.e., what’s causing them and how to avoid exposure.

5. Patient reviews and local comparisons

Patients trust your opinion, so they want to hear your thoughts on the products they trust and use. For example, an ophthalmologist might share a review of a new brand of contact lenses or compare and contrast 2 popular brands.

Utilizing this blog format adds value because it can help patients make an informed decision on the best product for their needs.

6. Frequently asked questions

Chances are, patients ask you many of the same questions over and over. Turn these regular queries into a series of blog posts to provide in-demand information to patients while encouraging traffic to your site. 

Access the free report
Tebra recently surveyed 1,200+ people nationwide to get an inside look at how patients find and pick their healthcare providers.
Discover how patients find and choose their providers
Download the report

You Might Also Be Interested In

How patients find and pick their doctors. We surveyed more than 1,200 patients nationwide to understand factors that influence how they choose a doctor and why they keep coming back. Download the free report.

Subscribe to The Intake:
A weekly check-up for your independent practice

Catherine Tansey, business writer and reporter

Catherine Tansey is a business and healthcare writer and reporter. She has close to a decade of experience writing and reporting on small business best practices, emerging technology, market trends, and more. Catherine has several family members who own private practices in mental health services, dentistry, and chiropractics, and she’s seen firsthand the pride and privilege practice owners feel to be able to support their communities.

Get expert tips, guides, and valuable insights for your healthcare practice