This Is Why Your Patients Aren't Reading Your Content

9 months ago   •   1 min read

By Ernesto Gutierrez, MD
Photo by Ben White / Unsplash
Table of contents

What's the difference between physicians with big audiences and those whose voice and opinions get lost in all the noise of the internet?

Those with audiences, have a clearly defined niche. This is tricky because physicians are already specialists, so we assume our niche is our specialty. If I'm an oncologist, I talk about cancer. If I'm a pediatrician, I talk about kids health. And so on…

But if you look closely at those who have built an audience, you'll notice they have narrowed their focus further than their specialty.

The key to building an audience online is ensuring people know what they'll get from following you.

You already do this with the people you follow on social media.

Look at who you follow on Instagram, on Twitter, or on LinkedIn. Chances are you have a group of people you follow because you enjoy their cooking. Others who share fitness tips and workouts. Others for different sports, etc. These are "categories" you assign to them.

And your audience will do the same when deciding whether to read your content or follow you.

The reason you're not getting your patient's attention online is because you're not being clear on your "category".

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