Avoid Content Barriers in Your Website
You can have the most beautiful, SEO-optimized, easy-to-navigate practice website in your specialty, but it won’t help you attract the patients you want unless you have the right content. For doctors and dentists who write their own content, the right messaging to attract patients can be elusive…
Patients want and need to feel emotionally connected to their doctors. They want to know that their doctor or dentist cares about them and understands their needs. Unfortunately, most doctors and dentists create messaging from their own clinical or business perspective, not the patients’ perspective.
They use the words “we” and “us” and “our” excessively in their text. To most patients, those are barrier words implying that the doctor or dentist is only talking about the doctor or dentist and thus only cares about the doctor or dentist.
Patients want to know what you can do for them and how you will help them. They want to know that you empathize with their pain or illness or health concerns. They are drawn into your messaging when you show empathy and use the words “you” and “your” throughout your content.
If you don’t feel comfortable with this “voice of the patient” style of messaging, find a healthcare marketing partner who understands consumer-direct messaging and can deliver it for your website.