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Resource Hub 7 Editorial Best Practices to Engage Physicians
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7 Editorial Best Practices to Engage Physicians
The Doximity editorial staff, featuring experienced medical editors, PhDs, and physicians, has identified seven key editorial insights to create content that captures physician's attention and keeps them engaged.
1. START WITH YOUR STRATEGY
Before you consider content, begin with your strategy. What’s your objective: patient acquisition or building brand awareness? Each objective requires different content, depending on the client and marketplace.
2. KNOW YOUR AUDIENCE
Think about what content will really engage the specialists you're trying to reach. Family physicians, sports medicine specialists, and pediatricians tend to be interested in wellness, trending diseases, and holistic approaches. Surgeons, oncologists, orthopedists, and neurosurgeons are interested in clinical articles about the latest techniques, research, and procedures. For a detailed list of trending topics by specialty, updated quarterly, click here.
3. SPEAK THEIR LANGUAGE
The tone and manner of the content should be written like a peer-to-peer article, not patient-facing marketing. It can help to use a medical editor who understands the subject matter thoroughly and can emphasize what is clinically relevant. Otherwise, clinicians will quickly lose interest.
"We work closely with the editorial and medical editing teams and it’s really beneficial because we have the smallest skeleton of a team we could possibly have. We’re able to use the Doximity medical editing team as an extension of our team."
4. THE MORE CLINICAL THE BETTER
This highly-specialized audience is more engaged by content that's more clinical in nature than your consumer content would be. The key is taking your consumer content and presenting the advantages to specialists, such as a new technique, procedure, or clinical finding that provides value to their patients.
5. SHARING VERSUS BOASTING
Create content by altruistically sharing information. Write it with the objective of educating specialists, while avoiding overly promotional language. An “About Us” section as a footer is acceptable.
6. BE RELEVANT & ON TREND
Consider the timing of your announcement and share information that is relevant to the specialists you're trying to reach. For example, are you offering an exciting procedure that is new to your region? Do you have a rockstar physician joining your team in a targeted specialty?
7. USE ENGAGING HEADLINES & CLINICAL MEDIA
The more relevant and engaging the headline, the more clicks. Explore examples of small headline tweaks that have big results here. Calls to action, teasers, questions, and clinically-compelling headlines create more engagement. Videos perform very well, along with medically-graphic visuals.
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