Let’s face it, there is a lot of misinformation found online these days. Let’s look at the numbers: NY Magazine reports, “Studies generally suggest that, year after year, less than 60 percent of web traffic is human.” With so much misinformation and bot spam out there, it becomes even more important to establish your brand as a go-to authority source for your patients and clients.
This means providing your audience with credible content to consume on a regular basis. Once you establish your authority in your space, your audience will come back again and again to learn more. Without the name of a big hospital or health system behind you, how do you build credibility with your target audience? Let’s look at these tips
How to Establish Your Credibility in the Health Care Space
Stop using medical jargon to talk to consumers
Regular people don’t understand what most of those medical terms mean, and they won’t relate to what you’re saying if they can’t understand most of it. This is especially important when it comes to writing content meant to be consumed online. The average person with back pain is going to search for the term, “back pain,” not the term, “Cervical Disc Herniation.” Keep your blogs understandable and relatable. When you do use medical jargon, explain what it means so people understand what you’re saying.
Keep it local
The idea of getting our recent article posted on the Wall Street Journal is exciting, but it may not be that effective for bringing in new business for your health-related company. Amendola Communications reports that “consumers prefer to get healthcare within a 5-mile radius of where they live or work.” For that reason, it’s a good idea to think local when developing marketing materials and spending ad money for your business. Focus on getting your content in front of the people who will be most likely to use your services first, the national credit will follow suit if your brand is good.
Write and share credible content
Creating content, such as blogs, ebooks, emails, presentations, speeches, etc. will show the world your authority and credibility in your area of expertise – as long as you create credible content. To ensure your content is credible, you want to keep your sources high authority and be transparent about it (don’t plagiarize). Consider where your sources are coming from during this process: Do you trust the source? Is it biased? Are their ads on the page (if it’s an internet source)? Does the source have research to back up its claims? How good is the research?
Patients are more likely to share information, open up about personal problems, and follow the advice of healthcare professionals that they trust. When you spend the time creating and sharing credible information that helps your patients or clients and keeps you top of mind, that’s a win-win in our book.
If you are looking for assistance writing high-quality, unique, and engaging content for your audience, reach out to Watch Media Group to learn more about the different types of written content you can offer your target audience.