Trust: It’s one of the top factors people consider when choosing a pediatrician for their child.
And in tumultuous times like these, providing sound information through content marketing is one of the best ways to build that trust. But what types of content should your pediatric practice create – and how can you ensure your audience finds it?
Glad you asked! Below, we share four ways to create content that positions your practice as a reliable source of great information on the topics that matter most to patients, parents and caregivers.
Answer your audience’s top questions.
EVERYONE searches for health information. Patients and prospects alike want to know:
- How can I protect my child?
- Is it normal for my baby to…?
- What should I do if…?
If you provide clear, well-researched answers to your audience’s questions using simple language, it’s a great way to build trust and connections with them.
Showcase your team.
When people know your staff’s medical background, healthcare experience and approach to care, they can make an informed decision about whether they want to work with you. Consider adding content to your website that:
- Explains your practice’s story, values and mission
- Provides an overview of each member of your staff (include a mix of both professional and personal content like hobbies, talents and outside interests)
- Highlights your team in action (blogs and video are ideal formats)
According to a Label Insight study, 94% of respondents said they were more likely to be loyal to a brand that they believed was being transparent. So, pull back the curtain! Explain how your practice is managing the pandemic. Detail your enhanced safety protocols. Add pictures of your waiting area and examination rooms. Reflect on our new reality (it’s okay to admit that everything’s not perfect right now). Give people a glimpse into what it’s really like to be a patient with your practice.
Make people smile.
Bad news is everywhere you look these days, right? Be a beacon of brightness and levity with your content, when appropriate. Taking a lighter tone or sharing entertaining content can build positive impressions that make people want to consume more of your content (which, over time, will strengthen connections and build trust).
Here are a few suggestions:
- Share images or videos of your staff having fun on the job (masks, up, of course!).
- Add a category to your blog that shares funny anecdotes about the realities of parenting.
- If you don’t have the bandwidth to create your own playful content, share someone else’s – and give them a shoutout!
Then, make sure all that great information gets found.
We’ve created an amazing new Pediatric Practice Resource Center that makes it simple to build trust – and your practice. Featuring a regularly updated library of easy-to-read educational articles and bold, fun infographics, BARQAR’s PPRC turns your website into a true patient resource.
Want to learn more? Check out the Pediatric Practice Resource Center here or contact BARQAR today.