Crafting Blog Posts That Speak to Patients: A Guide for Physicians

While I might not have an MD after my name, I’ve been on two sides of the medical world — a patient and a physician marketing strategist.


Crafting Blogs That Speak to Patients: A Guide for Physicians

I’ve realized that patients like me are always looking for reliable health info. So, why shouldn’t that come from their trusted physician? Here’s the scoop on how you, as a doctor, can craft blog posts that truly resonate with your patients. Let’s dive in!

The Power of Your Tone

Ever heard the saying, “It’s not what you say, but how you say it”? Your tone sets the vibe for your entire post. When patients read your blog, they should feel like they’re chatting with a trusted friend. Here’s how you can achieve that:

  • Chat, Don’t Lecture: Write like you’re having a coffee chat with a friend. Casual but informative.
  • Ditch the Med-Speak: Keep medical jargon on the down low. The simpler, the better.
  • Stay Upbeat: Highlight the silver linings and the positives, even when discussing challenges.

Embrace Empathy

Empathy isn’t just for in-person consultations — it’s magic in writing too! It’s about showing your patients you truly get them. Here’s how:

  • Address Their Worries: Understand their concerns and fears and talk about them openly.
  • Tell Real Stories: Share experiences (while maintaining privacy) to make readers feel they’re not alone.
  • Normalize Feelings: Remind your patients that what they’re feeling is okay. It’s human.

Keeping It Clear with Language

Clarity is key. Remember, not everyone knows their tibia from their fibula, and that’s okay.

  • Stay Simple: Use everyday language to make sure everyone can follow along.
  • Simplify Big Ideas: Got a complex topic? Break it down step-by-step.
  • Use Relatable Analogies: Comparing complex medical ideas to everyday experiences can be super helpful.

Marrying Kindness with Knowledge

It’s not about doling out facts but blending heartfelt support with solid info.

  • Hand Out Tips: Share actionable advice that can make a difference in their daily lives.
  • Open the Floor: Encourage readers to ask questions or share their stories.
  • Be Humble: Accept that no one knows everything, and advise readers to seek personalized medical advice when needed.

The Takeaway

By weaving tone, empathy, and clarity into your blog posts, you’re not just imparting knowledge but building connections. And this connection? It’s a two-way street that can lead to more informed, comforted patients and a stronger physician-patient bond.

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Leveraging 15 years of marketing prowess, Marcia has shaped strategies for Fortune 500 companies and navigated large-scale budgets, earning national recognition for her agency. Her belief in data-driven decisions, proficiency in the ThinkWrong System, and ease with new tech allow her to craft unique solutions to complex marketing problems.

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Marcia Hylton | Travel Writer & Move-Abroad Coach
The Buyer Unlocked

A Caribbean-born American expat based in Mexico City. I'm a travel writer, a move-abroad coach, and an ICF-trained life coach.