Physical Therapist have chosen their professional career path because they want to take care of patients. You’ve spent years investing in education grad school, fellowship training, con-ed galore and there’s no question you are the specialist in relieving their patients’ pain. Why would PTs ever want to trade the fruits of their labor (i.e. billing for patient care), and instead, start physical therapy blogging?
Sure it might seem fun at first, but keep in mind the importance of getting it right. Writing your practice’s blog is a specialty of its own. It represents who you are, and how you would like your patients to perceive you. In the Adage of today, it is a key component to your total marketing campaign. It should not be underestimated.
Once a practitioner understands the significance of his/her blog (i.e. communicating your value and expertise to your community), it often becomes clear that hiring a professional writer might be their best bet. If this is an avenue that you would like to pursue, consider the following 4 biggest mistakes that can be made, before hiring someone to manage your blog.
First common mistake: Taking the cheapest route available.
What is the saying? If you are going to do something, do it right. In the case of physical therapy blog writing it is imperative to get it right, too much is at stake to just wing it. This is a marketing component that needs total commitment once you embrace the need to blog.
Remember your ultimate goal, letting your patients know what your practice represents. Having a poorly written blog can say “I don’t really care about the end result. I just need to get this done.” Your patients are smart, and they are critiquing your message and how well it is written. Does it provide information that is meaningful and well researched. Is this information unique? Does it entice the reader to want to find out more?
It’s ok to be mindful of your budget, just keep in mind the importance of what is being accomplished here. Consider reworking where your dollars are spent, if you are not impressed by what your budget is is able to offer.
Second Mistake often made: Not looking at your PT blogger’s portfolio.
Your blog writer needs to have the experience and capacity to understand exactly what it is you would like your patients to take away from each blog. Is your future writer knowledgeable enough to communicate the overall philosophy of the practice, the issues you find to be important, and the personality you would like conveyed? If your office is fun, warm and caring, a heartless message about the newest scientific studies may not be the style you are looking for.
Even if all the grammar, and spelling is perfect the message can get lost in the boredom of the delivery. An experienced writer can adapt well to whatever the message is. Sometimes that requires seriousness and sometimes being a little playful. Find someone who offers you versatility.
This is your time to do some research. Ask for sample writings of what they have done for other clients. Check out their online portfolios and be sure to ask for a sample writing of what they can do for you.
Third mistake often made: Not spending the time to establish goals and setting a workflow process.
You have found an author who seems to be a perfect fit for you and your practice, now you can sit back and keep your eyes on your patients, SORRY not yet. There is still some work ahead. You and your future writer need to sit down together and map out your expectations of what it is you wish to accomplish. Plan out a series of physical therapy topics, and how they will fall into a calendar of blog releases. Discuss the tone each one should convey, and what sort of images, if any, you would like used.
Together create a blog marketing strategy with your wants and specific directions, so your author can refer back to your discussions. Establish deadlines of when you expect each blog article, and the process of proofreading before publishing. This roadmap should discuss both your needs and your authors, preventing frustration on both ends. By setting guidelines and strategies you will both be able to focus on what you do best. You can keep your attention to your patients, your writer can develope amazing article to wow your patients.
Last mistake to watch out for: Developing and maintaining your relationship.
Never take it for granted that you and your author are doing just fine. Along with your blogging roadmap, set quarterly appointments to come together and touch base with how things are going. What are the things you feel positive about? What areas would you like to see grow? You should take a look at your scheduled post and see if they are still pertinent? Maybe there is something in the news lately you would like to address, or there is a buzz about a new service that your clinic is offering. This is the time to keep on topic, aligned with your marketing strategy, which when written up correctly, can give the community you serve the right perception…that you are on the cutting edge of your industry.
Providing great content is what E-rehab.com specializes in. We provide physical therapy blog posts for patients that are about the value of physical therapy and are regularly posted on your website, and consistently present the value of seeing a physical therapist first.
If you’d like more information, contact us for details about E-rehab can help you with your physical therapy blogging.