Content Marketing for Your Family Practice Website

Building a eCommerce Industry website starts with a great content strategy. Let’s get started.

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Gone are the days when family practices could get by on just their in-person presence and marketing. Today, patients are looking online for solutions to their health concerns, and local family practice websites are the ideal place for them to find the information they need. The problem is, practice owners don't always have the time or expertise to focus on increasing organic traffic with SEO and content creation. This leaves a multitude of business opportunities on the table and yields a lot less traffic to your website.

Thankfully, content marketing isn't rocket science once you understand the key drivers of success. First, you need to know why it works.

Why Bother with Content Marketing for Your Family Practice?


Studies show 90% of patients look up reviews of local doctors online, and 41% claim social media guided their decision toward a particular medical facility. Finding medical care is a much more digitized process than it used to be, and family practices of all sizes need to keep pace with these changes.

Patients are often willing to travel further for care if they believe there will be better medical attention. They're no longer auto-choosing the closest practice in their neighborhood.

Content helps you firmly establish your practice online, which can grant you the following perks:

   New Patients - Email newsletters, blogs, and social content keep your audience informed. Plus, it keeps you top-of-mind should they ever need a healthcare provider.

   Effective SEO - Content significantly improves your on-page SEO and gives you the best shot at ranking organically for keywords. That means free traffic from local people looking for healthcare providers like you.

   Social Engagement - No more wondering what to post on social media each week. A content strategy gives you a concrete direction so you know what to share and why.

   Patient Retention - Blogs provide a place for potential patients to get to know your practice and feel supported. Not only are you providing a service they need to feel good, but you're also giving thoughtful insights so they can be active participants in their own health.

   Employer Branding - An often forgotten practice, employer branding is also an element of content marketing. It helps practices attract the right talent and stop wasting money in a vicious 'hiring and firing' cycle.

Most healthcare professionals know they need an online presence, but the real question is how to go about it.



How Successful Practices Increase Organic Traffic


There is a multitude of ways to gain traction online, but family practices should home in on a few techniques they can commit to. With consistent practice of these techniques, you'll notice the phones ringing more often.

To increase organic traffic to your website, you'll need to take a multi-pronged approach. Here are some examples of how medical professionals are expanding their online visibility and boosting their reputation.


Conduct Keyword Research

Plenty of healthcare practices are thriving as a result of keyword research and SEO strategies. While it takes a bit of know-how and patience, there are many free resources online that teach you how to do this. Here's an example of how it worked for one health facility.

An acupuncture clinic increased organic traffic by 310% after implementing a simple SEO strategy. After conducting keyword research and adding relevant pages to their website, they ranked on the first page of Google search results for dozens of long-tail keywords. They included lower competition keywords on specific web pages and added their location to those same pages. As a result, people in their area began stumbling upon their website.

As they specialized in treating a condition called temporomandibular joint dysfunction, they made sure to set up a page and try to rank for a few related search terms. This brought a flood of new visitors with high intent to reach out.

Even if your family practice doesn't specialize in certain conditions, you may notice an influx of patients coming in with the same issues. This is a great indication that you may want to research related keywords and talk about this on your website. Not only does this give you more visibility, it can drastically reduce the need to run paid advertisements.


Employ Case Studies

While not every patient will want to share their personal health journey with your audience, some will jump at the chance to give back to a practice that has helped them feel better. Case studies are a great way to document the real work you are doing and the results patients are receiving.

One nerve surgeon garnered 21,000 views of a surgery he performed to resolve Piriformis Syndrome in a patient. His website, now flooded with visitors seeking information on nerve conditions, has put him on the map as a top specialist in his field.

Another example is Kids Plus Pediatric, which opted for a case study detailing what sets this practice apart from other providers. The study also delves into wider societal trends and community problems, establishing KPP as a thought leader in its corner of medical care.

You may not have the time to produce highly in-depth content, but even brief client case studies in written form can inspire website visitors to contact you. Share the before and after story of your patient's symptoms, quality of life, and how you helped them treat or cure an issue.

While not every patient will want to share their personal health journey with your audience, some will jump at the chance to give back to a practice that has helped them feel better. Case studies are a great way to document the real work you are doing and the results patients are receiving.

One nerve surgeon garnered 21,000 views of a surgery he performed to resolve Piriformis Syndrome in a patient. His website, now flooded with visitors seeking information on nerve conditions, has put him on the map as a top specialist in his field.

Another example is Kids Plus Pediatric, which opted for a case study detailing what sets this practice apart from other providers. The study also delves into wider societal trends and community problems, establishing KPP as a thought leader in its corner of medical care.

You may not have the time to produce highly in-depth content, but even brief client case studies in written form can inspire website visitors to contact you. Share the before and after story of your patient's symptoms, quality of life, and how you helped them treat or cure an issue.

Take Real Business Photos

Many busy practices make the mistake of using stock images on their website and social media accounts. And while an upscale stock photo here and there won't diminish your success, it also won't provide much insight into your practice. Laura Maly of Wonderist Agency recommends practices use actual photos of their locations - whether it's a stylish display in the waiting room, a clean checkup room, the exterior of the building, or any other photos that give an actual glimpse into your practice. If your practice sponsors events or participates in your community in some way, add photos of your staff in action. This will help build your brand and introduce potential patients to the people behind your business.



Master Social Media

Dr. Kevin Pho is a great example of medical content done right on social media. His online presence has grown leaps and bounds since he began publishing blog posts back in 2004. His articles address the concerns of both medical professionals and the general health-seeking public. Conducting interviews with specialists in a variety of medical professions, he's known for eliminating information silos and boldly addressing issues that many medical professionals shy away from. Now at 160k Twitter followers, Dr. Pho demonstrates how publishing timely, thought-provoking articles about health can propel your influence and reputation.

While not every medical professional wants to be an author and public speaker like Pho, there is much to glean from his online presence. Has your practice taken a firm stand on a timely health topic recently? Is there an issue slipping through the cracks that you can comment on? How would this extra effort impact patients' trust and interest in your practice?

How to Get Your Content Strategy Off the Ground


Businesses in every industry are bombarded with the message that content marketing is everything. But confusion usually sets in when business owners try to launch a strategy that truly gets them results.

For family practices, things can get even more muddled because you're not selling a concrete product. In a sense, you are selling wellbeing. Pinpointing a target audience is usually harder for healthcare practices than it is for other businesses. You may feel like your target market is anyone and everyone—so how do you communicate efficiently?


Identify Patient Personas


While it's true you may have a variety of people coming to your office, that doesn't mean your target audience is everyone. Some will appreciate your unique style of care more than others. Consider the following questions:

  • Who seems most satisfied with your service?
  • What are the most common health complaints of the patients you see?
  • What income bracket do you most often serve?
  • Who in the family tends to set up doctor's appointments?


Answering these questions will help you narrow down who you are really aiming to reach online. For example, a family practice might find that a significant number of appointments are made by working mothers with young children. This creates the perfect opportunity to design messages specifically for them. Keep an eye on your calendar and consider how each season is affecting that demographic. You can schedule a post per week on social media that speaks to them, or if you have an email newsletter, segment your list and only send relevant information to that group. Your audience will recognize and appreciate the new level of personalization your messages provide.

Optimize Your Website

Regarding on-page SEO, your website should be the focal point of your efforts. While building landing pages can be effective, your audience will likely want to visit your official website and browse around before deciding.

If digital marketing has been on the back-burner for some time, start with a website audit. Website audits help you come clean about what isn't working while prioritizing the changes you have been putting off. It's wise to do these on a semi-regular basis as things shift in your practice and in your community. Consider the following questions:

  • Is your website optimized for mobile devices?
  • Is your contact info, hours, and address easy to find?
  • Are your treatments and services clearly explained?
  • Is there any outdated information or misleading content?
  • Does the website cover patients' most-asked questions?
  • Does the website load quickly? (check here)
  • Does the website cater to patients' preferred method of contact?


Be sure to collect patient reviews and scatter them throughout your website. Reviews are one of the biggest determinants of gaining new patients. Both in-person and online word-of-mouth can be a powerful incentive - especially when someone's health is on the line. People want to know for certain that you have successfully treated other patients in the past, and it's a bonus if you have unique experience treating their condition. The more detailed the review, the better. Encourage happy patients to head over to Google, Yelp, and Facebook reviews so your practice gets represented all around the web.

Another way to personalize your website is by adding doctor and staff profiles. A simple photo and small bio will give your patients the chance to get to know your staff on a personal level. More curious patients may want to know about a doctor's background and experience. And of course, seeing a familiar face is always a relief - especially for patients who get anxious before or during doctor's visits.


Deploy a Local SEO Strategy

Local SEO tactics are by far the most effective way for family practices to increase their visibility online. The idea is simple: Patients are using Google search (including voice search) more than ever before. A Google study in 2018 showed a whopping 900% increase in "near me" searches, reinforcing how heavily people rely on the internet to find local businesses. There are a few basic steps healthcare facilities can take to optimize their site for local traffic.

Be sure to list your business details in the exact same way on each page (e.g. always use either "blvd" or "boulevard"). This consistency helps Google's algorithm rank your pages more quickly. It also gives your site a more polished, professional appearance.

If you run a multi-location practice, have a separate, SEO-optimized page for each location. This will ensure those who search from each area don't have to go looking around your website for the closest location. This also ensures that the right page pops up in Google searches instead of your general homepage.

Google My Business (GMB) is another major factor in increasing organic traffic to your site. Setting up a free account helps you appear accurately in Google Search and Google Maps - the two most important places for snagging local website traffic.

While not as effective as direct website SEO, adding your practice to popular medical directories is another way to increase visibility and link to your site.


Revamp Your Email Newsletter

If you have an email newsletter, it's time to get more specific about its purpose. If you don't have one, consider implementing a new system for collecting patient emails and add a clear sign-up form on your website.

The simplest way to gauge the effectiveness of your newsletter is to look at your subject lines. If you wouldn't open it, there's a good chance your audience won't either. The key to family practice success is to determine what value you can provide through this medium.

What do current patients need to know? What would entice them to learn more? A simple reminder to schedule their annual checkup is useful, but may not do the trick for some recipients. Instead, invite them into a story. Maybe it's a refreshing narrative related to your practice (upgrades, renovations, new doctors, etc), or something pertaining to health in general (effective habits for weight loss, addressing a popular weight-loss diet trend, etc).

Other ways to engage your audience:

  • Discuss risk factors for particular diseases
  • Spread the word about promising new treatments
  • Host fun and simple health challenges your followers can take part in

Create a Content Calendar

Next, it's time to fill in the details. Before you launch your new content strategy, answer the following questions:

  • What are the primary topics you'll discuss? Choose 2-3 priorities to talk about.
  • What is your content publishing schedule? Mark your calendar and pick a scheduling tool (e.g., Hootsuite).
  • Are there any themes you can easily implement to garner engagement? (e.g., spotlighting a new health concern each week)
  • How will you measure content performance? Choose one method or tool.
  • Who will handle content creation, scheduling, and performance reviews? Having a dedicated person or team responsible for your content helps ensure uniformity and less confusion.

Lastly, don't be afraid to think outside the box. Many family practices that simply post their hours and an occasional formal update are leaving a lot of potential on the table. Some healthcare practices have hosted monthly interviews with specialists, while others host social media events to help their audience get fit. It's all about your area of expertise. Don't be afraid to capitalize on what you do best, as that is how you communicate your distinct brand.

Jazzing up your content doesn't need to be time-consuming, but many medical professionals are up to their neck in other business-critical tasks. If you're having trouble prioritizing content creation, you're certainly not alone. Many businesses are choosing to reach out for help, and content writing is the most outsourced task in today's business world for a reason.


Put Your Content Writing on Autopilot

Healthcare marketing is all about reassurance. Potential patients want to know they'll receive the best care by the most informed medical professionals. Thus your digital marketing strategy must convey this and foster trust with your audience at every touchpoint.

The best way to do this online is through the written word. Providing information for new patients along with updates for current patients will foster trust, appreciation, and higher patient retention rates. Busy staff members can quickly pull from pre-written blog posts to share bits of content on social media and in email newsletters. Effective content marketing comes from utilizing one piece of content in as many ways as possible.

Get started with Scripted, where you can handpick vetted healthcare writers. Scripted writers customize content to your brand, schedule, and budget so you can put your content strategy on autopilot. With talented writers, you can get the help you need to fill every time slot for your family practice. And with our Cruise Control plan, you can leave everything to us.


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