The Power of Blogs for Engaging Patients

Transcript of the video here! 

Hi, Dr. Aviva Romm here, and I'm an avid blogger. I love to write. And it's an amazing way to share content that can really deliver high value and change people's lives. I have had people who have written to me who, for example, have followed a specific protocol they found in one of my blogs that transformed their life,  after years of going to physicians and not getting the answers they were seeking. I even have one baby named after me from a woman who followed one of my blogs on fertility and got pregnant after several years of not being able to, including with fertility treatments. So I want to share some tips about how you can use a blog to deliver great value content.

Pick your blog schedule: The first thing is, think about what you want your blog schedule to be, and what's realistic. What people are looking for is consistency. I recommend not more than once a week, unless you're just a prolific writer and have a lot of time to write. And even every two weeks is fine – as long as you keep it on the regular and try to post the same day a week. I've been publishing my blog for years on Wednesday, which also helps me establish a blog schedule for when I need to write my content. So I'm usually writing Monday and Tuesday, and then I publish on Wednesday.

Choose your theme(s): When you do write blogs, you want to choose a theme, or genre. If your specialty is, let's say, women's fertility,  you don't need to write blogs about everything else . Stay in your wheelhouse (though you might want to write about male fertility, for example,  since you're supporting your clients who may be in relationships). But in general, you don't need to write about, say –  foot care. You don't need to write about something that's completely unrelated. So pick your theme and stick with it. It will make your life much easier than when you sit down to write your blog. Really think about what you're trying to give.

What are the actions you want the reader to be able to take? What is that blog supposed to help people do? Create three take home points before you even start to write – those three take home points are the three main sections of your blog. Write those three points, create a little introduction, create a little call to action at the end (what you want them to do next, whether it's read your book or join your practice, or just enjoy their day and let you know in the comments). In other words, how can you make sure those three points are really actionable things that people can do.

Write to your audience's level of knowledge: Make sure that the level is appropriate for your audience. you don't want to write an academic paper. If you're writing for a lay audience, you don't want to write a really, really super technical blog. If you're writing for high school students, let's just say, think about the appropriate level and the length.

Determine length: What's the length that you think that blog needs to be? Now some blogs, if they're everything you ever wanted to know about diabetes, that might reasonably be a 2,400 to 3000 word blog. And that's really well supported on Google. They like those blogs, especially from healthcare professionals. But a simple blog like' the three herbs I use for my immunity',  that might be an 800 word blog, and that's okay too. You want to have a mixture of both. You want to have those cornerstone blogs about the key things that you treat in your practice or your businesses is built around. And then you want to have some supplemental supporting blogs that kind of are ad-ons or slightly deeper dives to small aspects of those blogs. So it might ‘PCOS: everything you wanted to know', but then you might have a smaller one on PCOS diet, or PCOS fertility, or even something like N-acetylcysteine and PCOS.

Don't sell in your blog: Your blog is not about selling, your blog is about giving and creating reciprocity. So a person should be able to take your blog and get some benefit just by implementing what's in the blog, without having to buy something, buy a supplement, buy a course or join your practice. It's really, really important. And that reciprocity builds a huge amount of love, so people will WANT to join your practice or will want to purchase your course or join a group that you have.

Read the comments – they're a wealth of information for you: When the blog is published. Look for the comments, answer the comments and use the comments as a goldmine of data because your clients, patients, and followers are going to ask you questions. Those questions will tell you what you might not have answered in the blog that they still want to know (in which case you can go back and edit the blog to include that information). They might provide you insights on other levels of information that would become next level blogs that you create. And they'll provide you information on what those who are following you want to know and are interested in. So it may suggest a program that you offer or some switches that you make in your practice. So blogging can be incredibly rewarding and it can give you an incredible amount of connection with your audience. And as I said, a goldmine of data that beats anything a PR company or a marketing company can give you.

So enjoy, choose a theme within your niche, make it consistent in terms of when you publish three take homes, appropriate level, make sure that you have the right length, high value solutions and use your data. Have fun!