“My entire medical career has been perfectly successful without any fancy technology,” stated the lead nurse.
Dipping her head, Susan let out an exasperated sigh.
So far, exactly two people were thrilled about the new health tech. Herself, and the private practice founder.
The job fell to her to get acceptance in rolling out the new piece of software. What was she missing?
All too familiar in healthcare, resistance to technology prevents the industry from keeping pace.
Read on to learn more about an unorthodox solution, wordsmith content writing.
Why Wordsmith Content Writing Is Important
Unless you’ve worked in the industry, the medical field can appear light years ahead of its time. But actually the opposite is true…especially in the area of content marketing.
- According to Contently, almost 63% of healthcare companies in the Fortune 1000 had a limited or non-existent content presence on their website
When prospective patients search for medical care, they will typically read multiple blogs from a practice first. That is, if there ARE blogs to read!
Rules and regulations are a plenty in the field, like the piece of legislation named HIPAA. All the “red tape” plays a part. But there are ways to be compliant with regulatory bodies and still educate your site visitors.
Now if only there was a good reason to change this trend…
- Compared to more traditional forms, content marketing costs 62% less and generates 3 times the leads (DemandMetric)
Contained within this statistic is the benefit of a wordsmith. Content writing, which creatively relays the patient-centric mentality within your walls, has a two-fold use.
- Reach potential patients outside the organization
- Offer helpful resources for internal staff
Going back to our original example, practice manager Susan can accelerate adoption by partnering with a freelance medical writer.
Mental overload naturally flows from learning sophisticated tools, and I can totally relate as a digital marketer. But pushing past this hurdle paves the way to time-saving and sales.
In the following section, I’ll show how this can be applied to onboarding a new tool.
Using Wordsmith Content Writing for Onboarding New Tech
You’ve realized the numerous benefits of project management software, and sold the idea to the practice providers. Pleasantly surprised by your success, you’re already imagining how productivity will skyrocket.
There’s only one problem, how to convince seasoned nurses and hesitant admin? You’re strapped for time, plus writing was never your strength.
Don’t write it. Have someone else do it. Sorry if you were waiting for something more complex, but simplicity is an asset.
Adept at using new technology and software, digital marketers with medical experience bring a unique perspective. And a gifted writer will package complicated “tech-language” into easily understood articles for your staff.
Sometimes experienced in video as well, these freelancers can then turn the articles into walkthroughs using the tool. Add these different resources on your intranet, and enjoy increased willingness to at least give it a shot.
There’s a hidden benefit if you’re successful in this area.
- Gallup’s 2019 poll revealed that 70% of people held negative views around the U.S. healthcare system
A plethora of factors contribute to this percentage. But a lack of modern technology and user-friendliness online surely are two of them.
After you’ve convinced your new ambassadors (staff), they can champion it to your patients. Restoration of trust in the industry starts at the individual level.
You might say, my front office and nurses aren’t salespeople. But if they believe the technology you’ve rolled out improves patient care, they’ll “sell” it through their enthusiasm.
Next I’ll share an example from your industry that’s successfully using wordsmith content writing.
Case Study: Health Tech and Wordsmith Content Writing
Placing a digital mindset at the forefront of their marketing, health tech companies are doing it right.
They view content as a competitive advantage, especially as they go up against more established healthcare brands.
- Back in 2019, Deloitte predicted the health tech industry would reach $280 billion by 2021
Beyond the product itself, a dedicated content marketing strategy has led to an increased revenue potential. These companies have garnered more of the healthcare market through:
- Professional and engaging website design
- Educational and easily understood resources like blogs, infographics, and ebooks
- Concerted effort to create awareness on social media
Whether you talk about it or not, your impact on the community is significant. Doctors take the oath to “do no harm” because they want to save and improve lives.
So why aren’t you sharing personal stories of the lives you’ve touched?
If you turn these individual “case studies” into a relatable format, you’ll see increased phone calls to your practice. And why do increased phone calls matter?
These potential patients have gone from strangers to interested parties. Doing a good enough job of answering any remaining questions will then turn them into friends.
And friends who will help your practice thrive and grow!
Finally, I want to bring this full circle and offer some final thoughts.
Elijah Wordsmith Aids Your Technology Buy-In
By now, you’ve seen how content writing by a wordsmith is valuable. And its value is two-fold.
- Onboard staff to new technology at your practice
- Increase the number of new patient consultations
Both can help your bottom line, and free up capital to more effectively compete in your market.
Are you ready to unleash your online potential?
Elijah Wordsmith is backed by close to 13 years of industry experience between healthcare and digital marketing. Combining the two allows each original blog or social media post to resonate with your target audience.
Content writing “verbalizes” the more individualized care current and prospective patients receive from your practice.
With access to modern technology and customer service sharpened while working in busy medical offices, I bring a personable approach to growing your online presence.
Bring the human side back by sharing stories online that impacted you or your staff. And enjoy a boost in patient retention and new referrals for a “practice that truly cares.”
Take the first step towards standing out online and schedule a discovery call today!