Personal Branding

This Is Why Every Doctor Should Create Content For Patients

Creating patient-centric content is the best way to connect with your patients and build your thought leadership online.

Nov 2, 2022

Female doctor talking to patient on her smartphone
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    I have been a physician for more than 15 years now.

    In that time I’ve seen healthcare get progressively worse for physicians. Gone are the days when it used to be a highly respectable career, with a salary to match the sacrifices (and expenses!) required to become a physician. Today physicians are routinely vilified and commoditized in an effort to cut expenses and make it harder for us to practice independently.

    The solution is to no longer remain silent.

    Creating patient-centric content is how we restore a doctor-patient bond plagued by parasitic middlemen only looking out for their bottom line.

    Patient-centric content is how you build an audience

    When your articles are full of jargon and read like a letter to the editors of the NEJM, your patients assume it’s not for them.

    Instead, your content needs to sound like the conversations you have with patients in your office. Or better yet, like the conversations you have with your old high school buddies when they ask for your “second opinion” after having one too many cocktails…

    Why would you do this?

    To empathize with the reader. Empathy is what creates connection between them and you. That’s how you build an audience.

    “Yeah but, I don’t want to be one of those TikTok doctors”.

    If this is what’s stopping you from trying, let me assure you, you don’t have to.

    Building an audience does not mean becoming a silly-dancing, costume-wearing character. It means finding a group of like-minded people who value what you bring to the table. Whether it’s entertainment, support, education, or a mix of all, is up to you.

    Having an audience gives you options

    Writing a book, creating a course, building an online community, or switching to a concierge model are all on the table once you open up to possibility.

    Imagine enrolling just 10 people in an online course for $500 each. You now have an extra $5k which is almost all profit. When you build an audience of people who value your expertise and are willing to pay you for it, you realize there are more ways to monetize your skillset.

    Options make it impossible for the system to bully you into accepting the ridiculous compensations they offer

    Knowing you have an audience willing and ready to pay you what you’re worth, how would you negotiate a new contract with your employer?

    If they’re smart, they’ll be happy to encourage you to continue building your audience while improving your conditions. But we all know they’re greedier than smart. Except this time you can’t be bullied into accepting…

    Wouldn’t that be a dream situation to be in?

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