According to a source, there were 152,000,000 blogs on the internet in 2013. The blogosphere keeps growing and on an average, every popular blog gets up to 1,000 visitors a day. Then there are medical blogs. Many doctors and professionals related to the health industry think that due to advancement in technology, they must also spread the word about their expertise by blogging. Many medical and clinical websites are putting content out every day, but nothing is really happening. Those blogs are failing to bring the desired results. But the question is; why do they fail? And what is the science behind it?
The psychology behind it
Suppose an ENT specialist thinks of making a blog and expects tons of traffic on day 1. This is the wrong strategy to begin with. Most of the blogs are abandoned within 3 months of being born. Why? Because of this simple human psychology.
The doctor might have added plugins to his socials and created cool widgets, and then nothing. Every day after work they must’ve thought oh, I’ll come back tomorrow to blog about that disease, today is just really tiring. Soon enough, when the Google Analytics show 0 visitors, they will feel demotivated to do better. That’s pretty simple and many bloggers go through it because we are all human.
Instead, do not abandon your space, and be active. Even if it’s a mere 300 words, put in your efforts and don’t give up. Medical sites are often trusted more than an average shoe-selling site. Try to build trust with your reader and carry that forward.
Larry Husten, a medical journalist and contributor to Forbes talks about the best medical blog in this article. He is too amazed when he says “Let me say it right away: the best blog written by a doctor, at least that I’ve ever read, is by a provincial South African general surgeon who calls himself Bongi. His stories will blow your head off. One minute you’ll be laughing. The guy is seriously funny, possessing a keen sarcastic wit with an edgy South African accent. But then, suddenly, just when you’re enjoying the antics of his colleagues and countrymen, he’ll turn deadly serious, and leave you breathless or in tears.”
You’re not good at design
Medical websites are supposed to be more helpful than attractive. Don’t take that negatively. When making or running a medical site, don’t get too lost in sorting out design and forget content. The website shouldn’t end up looking like a work of art with crappy content. It should have a good design but don’t confuse it with good content. Try to make more categories that explain conditions rather than just throwing things on the page.
Creating too much content
There is this term called ‘blog stress’ that happens when you are bent upon making new posts and visual content and throwing it out of the window to your Facebook, Twitter and Tumblr, but getting zero response.
You are updating your diseases category and putting in a phone number to be called when anyone has a medical query, but you are not getting viewership. Many bloggers say that they spend 80-90% time creating content on their blog. That’s pretty nice but for what gain? You are not promoting your channel well.
For medical blogs you need to be on the first search page and no less, because no one suffering from headache will go to the second page to see the amazing unique cure you have. The best way to counter that is to get your site/blog promoted by another blogger who gets you a few hundred readers. Many of them might become your loyal subscribers. Sharing links on your own Twitter doesn’t count for much because it’s the same thing. Kevin, an internal medicine practitioner, runs the famous KevinMD. He is different because he talks about rare medical stories that are unheard of.
Being a ‘Same here’ site
A same here site means that your website has the same things other people in this genre offer. You aren’t making any breakthroughs in the field of science and medicine and you aren’t serving any one. The causes and effects of waking up early that you define are same as everyone else’s. That doesn’t mean you make a different effect of waking up, it only means that you look for new angles supported by research.
Lifestyle patterns are changing now, and as a medical service provider you need to tell people that. The best way to do this is to have unique visual content available. It makes a huge difference. Take a look at this amazing list of top 100 medical blogs that are based on a variety of topics and will give you an idea or two about your own niche.
There are many other areas to be understood before your clinic or medical institute decides to start its own blogs. This quick guide to dealing with patients expectation as a doctor will also help you build your blog in a way that resonates with people who trust you with their health.