“Compound interest is the eighth wonder of the world. He who understands it earns it; he who doesn’t pays it.”

This quote, supposedly said by Albert Einstein, describes not only the compounding of interest but also the compounding of effort. 

As a concierge medical practice owner, you understand this principle. Starting your own business was a compounding move…. as was bringing on new staff and investing in new tools and professional services.

Compounding effort doesn’t stop there. Content marketing for doctors is another strategy that multiplies your investment and pays dividends for years to come.

The Limits of 1:1 Value

You went to school for over 10 years to learn a specific skill set. Now, you leverage that skill set by treating patients one-on-one.

The beauty of working in a membership-based care model is that each patient gets your full attention, effort, and energy for far more time than they would with a physician in a conventional practice. When you meet with a patient, he or she feels like the center of the world.

As more patients join your practice, your focus moves between them, but you still interact one-on-one. And if you only saw patients, you wouldn’t need to worry about anything more than this. But you’re also a practice owner. You need to build awareness, attract new patients, make sales, manage and hire staff, partner with vendors, explore new technologies and tools, etc.

If one-on-one patient encounters are your only avenue for communicating your knowledge, your physical location will always limit you. You’re adding when you need to multiply.

There’s a way to get compounding results from your expertise and reach more people simultaneously, beyond existing patients. It’s called content marketing. For doctors, it influences your:

• Existing members
• Waitlist
• Prospective members
• Existing team
• Prospective physicians and team
• Local community

Here’s how content marketing can help practices — and patients — achieve their potential.

Content Marketing Is:

A Branding Multiplier

Branding is more than your logo, slogan, and name — it’s someone’s perception of you based on any interaction they’ve had with your company, from following your social media to visiting your website to hearing about you from an existing member to visiting your office in person.

Content marketing gives you more opportunities for these touchpoints. It communicates a more accurate perception of your identity (who you are and who you serve) than a barebones website with limited multimedia can.

Every content asset communicates who you are. Consider your website. Is it easy to navigate? Does it accurately convey your values? Do its articles and videos simplify abstract or complex concepts and provide alternative ways of approaching common problems? If you have a podcast, does it demonstrate how you communicate with patients or examine medical issues? 

Every piece of content you put into the digital ether says something about you — far beyond the information it presents. Content marketing for doctors ensures that message accurately reflects your values, your community involvement, and the quality of your services.

An Engagement Multiplier

While branding is about accurately reflecting your quality and enhancing outsiders’ perceptions of your business, engagement is about creating touchpoints.

Through varied touchpoints, you can communicate with current and prospective members across multiple channels, so they continually experience the value you provide. That level of engagement drives retention and keeps your business top of mind.

(The importance of being top of mind can’t be overstated when attention is our most valuable and scarcest commodity.)

Two powerful content marketing channels that drive engagement include:

• Social Media — Followers can comment and share your content with others.
• Email — Emails can include unique content and/or links back to your website. As the only marketing channel you truly own, email affords you consistent access to your subscribers. Even if they don’t open every email you send, just seeing you in their inboxes is a win — it keeps your business top of mind.

A Recruiting Multiplier

As a concierge practice owner, one of the biggest challenges you face is hiring new team members, especially new physicians. Even if you receive hundreds of applications each day, it can take years to find the right candidate who meets your high standards.

Publishing content permeated with your culture and philosophy of care attracts interest from potential team members who share your values, from physicians to administrators. Which is more effective: using buzzwords and tacky stock photos to persuade LinkedIn users that you have a great culture, or having your team produce valuable content that demonstrates your culture, philosophy, and identity?

An Administrative Multiplier

Your front office staff constantly repeat themselves. They have to; they’re answering the same questions all day, every day.

Content marketing for concierge medical practices helps your staff’sefforts, too. When you publish content assets that answer patients’ most common questions, you reduce the burden on your staff and streamline operations. Assets might include FAQs on your website, blog posts about the onboarding process, or an automated email sequence for people on your waitlist. By anticipating questions and providing answers before they’re asked, you even train patients to be better members.

A Marketing and Sales Multiplier

You’re a doctor, not a salesperson. You probably don’t even like sales. You’d rather spend your time nurturing relationships than pitching your membership to prospects.

Content marketing for concierge medicine means publishing content that conveys your value for you. Then, by the time prospects call, no pitch is necessary — they’re already sold. Your content did the heavy lifting; they consumed it and understand what you’re all about. They called you to close the deal.

Too Busy? Partner Up

The great news is that content marketing for doctors doesn’t require you to do anything new. If you’re passionate about creating content, do it. But if you don’t have the time, there’s another way.

Our interview-based model requires only one hour of your time each month. We capture your expertise through one-on-one conversations and use your words as source material for powerful content assets, such as:

• Website copy
• Website design
• Product/service pages
• Short- and long-form video
• Authoritative and Search Engine Optimized (SEO) blog posts
• Infographics
• Quote graphics
• Social media posts
• Podcasts
• Mini E-Books
• Email newsletters
• Automated email sequences
• Sales-focused email campaigns
• Live workshops and events
• Webinars
• Courses and programs
• Digital advertising

We don’t create these assets just because we can. We make them strategically according to a customized timeline based on your business goals, and the concierge physicians we partner with enjoy the results.

Interested in our approach to content marketing for doctors? Reach out. We’d love to help you achieve your goals, and then some.