Writing consumer health articles can be challenging when deciding how to approach your audience. You want to come across as a voice of authority while also reaching all readers across all literacy levels. On top of that, you want your articles to be engaging and informative.
But it can be easy to get it wrong. Failing to do the proper research, having no credible health professionals to back up your claims, and presenting personal anecdotes as medical evidence can all make it hard for your audience to read, understand, and trust your articles. Therefore, creating science-backed accessible material is critical for reaching a wide variety of people and growing your readership. Below are six tips that can help you make health content that is both engaging and accessible for your broader consumer market:
How to create them:
- The first thing you and your content management team should consider is your goals. What are your brand’s values, and how will the content reflect them? Some common goals for content creation are promoting patient treatment and prevention plans, providing adequate care, and keeping your audience updated on important health industry news.
- The second thing to consider is your audience. Who are your clients? What issues are common in your practice? Think about what problems your clients frequent you with and begin listing possible solutions. Brainstorm different ways the answers could be formatted to reach a broader audience. For example, would your article benefit from having a video and transcript included to explain a complex issue?
- Once you’ve nailed down your goals and audience, your next step is to partner with medical professionals who can help advise you as you draft your content. Having a properly credentialed person to review and even write your content at times can be the difference between having merely a company blog and having a professionally reviewed content library. Content libraries can be used as assets to educate your clients further and promote your business.
- Revise it in plain language. Writing in clear language means your content is straight to the point, using clear and direct language to get your information across. Keep the use of medical terminology to a minimum to avoid confusing your audience. Write your articles and scripts assuming that your readers do not have any prior knowledge on the issue.
- Make it visually appealing. According to an analysis done by NewsCred, a reader will spend about 37 seconds on average reading an article before moving on to other content or another site. (Yes, you read that right. Only half of a minute!) Using lots of white space, having large sub-headers, and presenting your information in easily digestible lists can maximize the impact of your material during the limited time you have your audience’s attention.
- Make it interactive. Finally, while writing your article, include interactive action steps that can help the patient learn and remember the information presented. Some examples of interactive content include printable lists of questions for your reader to ask their health care provider, symptom logs, menu planning templates, and printable versions of your articles for easy offline reference.
To recap, creating effective patient health and wellness articles for your website can increase your readership and help establish your brand as an authoritative voice in your industry. Still, it all depends on how you approach presenting your information. Including interactive content that is engaging and educational are keys to successful patient educational material. In addition, well-designed content can supplement other patient education, improve patient care, and establish brand trust. When you implement the above evidence-based strategies for creating health and wellness content, you create a win-win situation for your business and your clients.