5 Content Writing Tips for the Healthcare Industry

The healthcare industry requires content writing that is precise and approachable. Great healthcare content can dispel inaccurate information from spreading, enhancing the safety of concerned inquirers and in turn, boosting the trustworthiness of the brand or site associated with the content. We’ve listed some of the best content writing tips for the healthcare industry so you can drive traffic to your website and become the #1 information source for your intended readers.

Keep Your Target Audience in Mind

One of the most crucial components of effective healthcare writing is to always consider who, exactly, you’re writing for. When creating content for the average inquirer looking for more insight into a particular healthcare topic, you will likely need to approach the piece by adding more background information and definitions for certain medical terms. Contrastingly, medical professionals will have a better understanding of industry jargon and will not require as much background.

You should also keep the goal of the content in mind. Are you writing a blog about an urgent care facility and looking to target potential patients? Routinely add call-to-action phrases that urge readers to schedule an appointment. 

Write for Seasons and Current Events

Writing seasonal content is impactful, especially for the healthcare industry. For example, if you are writing about sunburns during the winter months, it is very likely your content won’t gain much traction. Instead, you can write about flu season, frostbite awareness, or other cold-related topics folks will be interested in toward the end of the year. During the spring, offer tips for allergies or create a preparation guide for a safe and healthy summer.

Ensure Accuracy

Accuracy is incredibly important for healthcare content writing. There can be legal implications for those who publish incorrect medical information on a website. To ensure total accuracy, only use reputable sources for your information and link these sources in your content. Utilize digital libraries such as JSTOR, which contains a collection of academic articles and primary sources that have been fact-checked and peer-reviewed. You can also content medical professionals directly and quote them in your content.

Write Simply

Complex writing full of medical jargon isn’t always the best way to attract your readers. Often, when readers are looking for healthcare information, they are searching for clear and concise articles that quickly offer them definitions, solutions, and adequate background. Avoid complicated terminology when possible and utilize an easily digestible content structure, with clear H-tags and bullet points when necessary. Be sure to maintain an active voice for increased clarity, and include images wherever appropriate to enhance the understanding of the piece.

Properly Optimize Your Content for Search Engines

Optimizing your piece for search engines is the best way to get your content found and to drive traffic to your website. There are a few key tenets of SEO to follow when creating content. Keyword research is an essential part of this process – locate target keywords search engine inquirers are likely to look up when searching for content relevant to their questions or interests. Tools like Google Search Console can help you locate common queries associated with your site, making routine content generation easier. Other tools, like WordStream, help you identify high-volume keywords to utilize across your piece. Updating page titles and meta descriptions with these keywords, along with implementing your target service area as well, can help your content quickly climb the SERP ranks.

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Boston Web Marketing can assist you with all your digital marketing needs, from content creation to Google Ads management, website design, and email marketing. To learn more about our services, give us a call at (857) 526-0096 or fill out our contact form for additional information!

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