I've often said creating health content should be mandatory for every doctor in practice.
But the truth is almost every piece of physician content sucks. And yes, I'm talking about that article you spent hours researching, writing, editing, and re-writing… All for 3 likes and no comments.
So let me share with you the top 3 reasons why your content sucks:
1. It is too complex for your patients.
As a doctor you suffer from the curse of knowledge.
Being an expert in your field puts your level of knowledge at a 9 or a 10 (out of 10). Even when you try to "dumb it down", it ends up being at a 5 or a 6. Your patient's level of understanding is around 2 or 3.
So even when they're interested in the topic, your content literally goes over their head.
2. It is filled with jargon
As if the level of complexity wasn't enough, most content from doctors is riddled with big medical jargon.
I know you use words like hematoma, tinnitus, and mastopexy regularly. I know they are the "correct" words to describe a bruise, ringing in your ear, and breast lift procedures. You know it as well. And every other doctor at the hospital uses these words in everyday conversation as well.
But you know who doesn't? Your patients!
3. It is too broad
Doctors will often ask me "what is the longest I should make my articles so patients read it?"
Patients are not interested in a lecture. They simply want a quick answer to whatever question they have on their mind at that time. The shorter the article, the easier it is for them to consume and engage with it.
If any of these rang a bell, you're not alone! We've all been there. That's how I developed my Audience Growth Framework. If you'd like to learn more, reach out to me on Twitter or LinkedIn and I'll share the deets with you.