Today, many healthcare brands avoid the “B word” because it seems difficult, time consuming or too risky with FDA regulations. But blogging is something that should be embraced and not feared.
First, let it be known that all comments could and should be monitored before they’re approved to go live. Regulatory’s draft guidance serves as a strong foundation for communicating in the digital space and should be reviewed in full before launching a blog initiative.
Moving forward, consider these five reasons why blogs in the healthcare industry are powerful tools for communication.
1. A Blog Can Become a Delivery Vehicle for Product Education Materials
Healthcare marketing professionals often rely on sales reps to deliver educational materials to HCPs or rely on HCPs to deliver educational materials to patients. By building a blog, educational materials can be pushed out online to a broader audience that may not be organically touched by traditional delivery mechanisms.
2. Blogs Feed Search Engine Optimization (SEO)
Any SEO best practices guide will tell you blogs are critical to the success of your website being found through search. However, it’s important to note that blogging needs to be done the right way in order to be effective. For starters, create compelling content that inspires sharing. Also work with an expert in SEO to ensure your content is fully optimized and you’re not wasting time and resources!
3. A Blog Can Help You Establish Expertise
Let’s say your company develops glucose pills. You may have a doctor on staff that knows an incredible amount about diabetes. Encourage this doc to help produce content or infographics for your company blog related to the disease state. Next time a diabetic is online searching for information about their disease, they may come across your infographic and begin to consider your company as a credible source for diabetic information.
4. Blogs Help Extend the Reach of Your Brand
Creating and publishing content on a regular basis provides great materials to push out on social media or in email marketing campaigns. Blog content is easily shareable and helps consistently get new eyeballs on your website, learning about your brand and product offerings.
5. Blogs Enable You to Publish Content On Demand
Things change often in the healthcare industry. With new research findings, treatment options and industry advances, there’s an ongoing need to provide statements of support or company opinion. In the past, healthcare companies have relied heavily on the media to relay messages to HCPs or patients. With the development of a blog, content can be published under the control of the company, not the media.
With current trends in digital marketing, the practice of blogging shouldn’t be ignored. Fresh and regular content has become expected from healthcare professionals and patients alike. Not only is the end user looking for blog articles, but powerhouse search engines, such as Google, feed off of blog content, too.