Michael Adkins – Senior Content Strategist, Digital Health Strategy

When people need to find a doctor, most of them turn to the internet. That means your organization’s physicians must find ways to stand out in this hyper-connected, hyper-competitive marketplace. As a healthcare marketer, you’re in a unique position to help your physicians find their voice. Physician blogs are a great way to get your […]

If there’s one thing healthcare marketers need more of, it’s time. Your day is most likely taken up with monitoring campaigns, analyzing metrics of your digital marketing, adjusting strategies and, of course, meetings. But it’s a simple fact: Healthcare blogs provide significant opportunities to connect with your audience and drive conversions. If your healthcare organization […]

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” — Maya Angelou, poet and writer I use the above quote when teaching clients about the best practices of effective web writing for healthcare. It’s a good gut check for […]

In Part 1 of this series, my colleague Marlana Voerster wrote about the need for healthcare organizations to incorporate principles of good storytelling to make your brand a hero in users’ eyes. In this article, we’ll be talking about storytelling and heroism from another angle: the hero’s journey, also known as the monomyth. It’s a […]

“I’m not sure what social media content to put out there.” This is a sentiment we hear often from our healthcare clients—most often if they’re (a) overworked/understaffed or (b) only focusing on one or two social channels or content types, possibly because of misguided advice from other consulting agencies. (Or (c) all of the above.) […]

Writing well is hard work. Writing well for digital audiences, with short attention spans and low patience, is that much harder. Harder still is writing well for a healthcare audience. Good writers who do well in other industries often struggle with healthcare. And that’s in part because of a lack of the right soft skills. […]

“I just don’t know how to talk to these Generation-Zers.” I’ve heard this sort of sentiment from many healthcare clients. It’s come up more often in the last few years, as members of Generation Z (Gen Z) are engaging more with healthcare providers in the aftermath of the COVID-19 pandemic. My colleague Marlana Voerster has […]

Success! You’ve done it: Your healthcare website user is ready to convert. You’ve convinced them with your value proposition, made them feel valued and understood with your thoughtful tone, and motivated them to take action. As they scan for a phone number to reach you … nothing. No tel links. The user moves on. That’s […]

“I just don’t know why someone would choose us over a competitor.” It’s a statement we’ve heard from many healthcare marketing professionals when we ask them what makes them stand out from other organizations in their service area — in essence, asking them to identify their value proposition. That’s a real problem, because healthcare consumers […]

It seems like such a simple task: Write informative content about your healthcare organization that speaks to your users’ concerns and encourages them to convert. Easy, right? If you’re involved even tangentially with healthcare content development, I’m assuming the preceding paragraph led to sarcastic scoffs or eye-rolling from you. Writing high-quality healthcare content that converts […]

As we know, many users don’t actually read your healthcare content. Instead, they scan it. They’re scanning for the action that’s relevant to their journey, such as how to schedule an appointment, a phone number or a web form. And, frankly, that’s what you want them to do — to convert. To do that, you […]

The content of your healthcare organization’s website is key. But perhaps as important as the actual substance of what you say on your site is how you say it — the tone in which you present the information. With in-person or video communication, audiences can infer deeper meaning, deduce emotional states, and gauge the speaker’s […]