How to make medical content for social networks and websites?

Any topic that needs to be described in an interesting way will have to dive. But in the medical field, this is more difficult. Knowledge is needed, it is very responsible, because we are talking about health and correctly presented information. This article summarizes several years of experience in medical copywriting. This information will help you quickly understand where to go and get results.

Analysis of the target audience and competitors

Start any work in marketing with an analysis. In this case, we are interested in the analysis of two points: the target audience of the social network and successful competitors. Who is the text for? Imagine a portrait of the end user and write in a language understandable to the reader. There is a difference between the readers of the beauty clinic group and the diabetic health group.

Considering the interests of the target audience, you will be able to collect the necessary topics. When compiling a portrait of the reader, answer the questions: how old are they, what gender are they, status (mother, housewife, father of the family, businessman, pensioner, etc.), what is their income (they are interested in free health advice or the client is ready for expensive research, if he understands that it is necessary?), why do they come to your group/clinic/pharmacy? What diseases or conditions are they worried about?

The second analysis (successful competitors) is also needed to study the audience. What do users respond best to, how do other specialists work with readers? How often is content posted?

To do this, you can use a tool such as Socialinsider.

Where can I get post topics?

There are several methods. First: find out the TK (technical assignment) from the customer. Let him tell you what he wants to see posts about, what problems his clients solve and how. Of the minuses: sometimes the customer does not know, or cannot explain.

Then, having received an approximate description, go to the Google Keywords Planner service. This is a free service that shows the number of requests per topic per month. Knowing the direction of the medical group, you need to enter keywords in the search box and the output will be a list of topics that are most interested in people in a given field.

How often to post?

The frequency of posting depends on the goals. There are information pages: only addresses, promotions, changes in work, new items. In such communities, fresh information is important and rare posts will be enough (for example, once every 1-2 weeks). If the goal is to increase audience loyalty to the clinic / pharmacy, create a vibrant community where people would read the material, trust the brand, then a well-thought-out structure is needed: topics, audience involvement in discussion, gamification. However, you should not post more than once a day. Optimal frequency: from 1-3 per week to one post per day. The golden rule: don’t get bored, don’t disappear, and let the text stand out.

Make a content plan for a month by headings, so it will be easier to write texts. For example: the headings “advertising”, “motivation”, “about drugs”, “about the service”, “simple health advice”, “video on the topic”, “medical news in the right area”, “clinical case, description”.

How to interact with the audience? Offer polls, ask questions, and ask to share your experience. Depending on the sensitivity of the topic, the response will vary. Features of the medical SMM sphere – the difficulty of obtaining feedback. Topics of pain, illness, vulnerability are not stories that people are willing to share. In the texts of publications, use a warm, friendly tone and do not escalate drama.

Where to get knowledge?

Listen to lectures, podcasts, watch videos on Youtube. Be sure to check that the source of knowledge is competent, relevant to evidence-based medicine – this is important. Read articles by science journalists (they use simple and accessible language), popular science books. The next option is to request recommendations and answers to questions from doctors, pharmacists. Ask to record a voice message with answers to specific questions. Write texts based on the answers. Avoid dubious sources. It is difficult to win people’s trust in the topic of health, and false information can destroy it.

How to write about diseases and research methods?

First, by answering specific questions. Usually they begin with the question words “how”, “where”, “why”. Secondly, if you are writing a text about a disease, structure it according to the scheme: definition and relevance of the problem, a set of symptoms, what the doctor can see during the examination, what diagnostic tests are carried out, treatment methods, what are the prognosis of the disease and possible rehabilitation. Such a scheme will create a complete answer. In each paragraph, answer the already familiar questions “how”, “where”, “why”.

For example: Gastritis: in whom it occurs and how often. What is it (definition). Symptoms of gastritis. Examination by a doctor (external signs of gastritis from the point of view of a doctor). What studies will confirm the diagnosis of gastritis. How the disease is treated (therapeutic: groups of drugs, surgical methods: the meaning of operations). Predictions and restoration of normal life after gastritis treatment.

When describing the treatment, do not write the names of drugs from pharmaceutical factories, limit yourself to general concepts, for example, for gastritis with a high content of hydrochloric acid, drugs are prescribed that reduce its production. When describing operations, explain the meaning. For example, in case of complications of gastritis – stomach ulcers, the ulcer is excised. Be prepared that the community will not become active immediately; time and quality of information are important in such topics.

Offer to like, and call to action should be delicate, without coercion.

By devoting time to studying medical topics, you will learn how to write competent texts that will help your clients find answers to exciting health topics.