How to Write Great Healthcare SEO Content for Better Patient Education
And the Types of Patient-Focused Content That Make an Impact
In a previous blog post I explained what patient education is, how it leads to long-term health, and why that makes it a powerful marketing tool. And last time I talked about the mistakes you want to avoid when making your healthcare SEO content.
This post is about writing the content of your patient education … the type of content that not only make your patients say, "Wow, that’s interesting!", but also sign up for an appointment and take your subsequent recommendations seriously.
It discusses 1) how adults learn and 2) how to write content that people actually read.
How Adults Learn Differently
While we could dive straight into writing healthcare SEO content, it wouldn’t be very helpful if we just assumed that all learning about all subjects was the same for all age groups!
Most people cannot think of “education” without also thinking of “school”. And most of the time “school” is associated with “childhood/youth”. As a result, a lot of people unconsciously just take the ways they were taught growing up and add in new subject matter.
But while that approach is intuitive, it doesn’t work. Adults education is a whole thing of its own, known as “andragogy”, or the study of adult learning.
One major reason adult learning is unique is its source of motivation; adult learning is SELF-MOTIVATED. They cannot just be told “this is important… learn it”. No; they need to believe that it is important for THEM if they are going to start learning. Which manifests in two ways:
Self-Direction: Adult learning rarely succeeds when it is prescribed or assigned. The urge to learn does not come from outside sources, but internally. They want to establish what they learn, how they learn it, and what steps they take to learn it. According to some studies, up to 70% of adult learning is self-directed, defined as “a process in which individuals take the initiative, without the help of others.”
Goal-Oriented: The self-direction leads to their stated goals. The goal can be learning more about the subject or using the learning to help achieve a different goal. Regardless, it is THEIR goal, not someone elses.
Another major difference is that children are young and have lived very little life compared to an adult. Most of what children are learning is new. Not only does the novelty of it all makes it interesting, but they are aware of how much they don’t know and have an inherent satisfaction in learning more, no matter what the subject is. Adults, on the other hand, are much more referential and practical. They use what they have already learned and experienced to learn more, and are often more motivated to learn something if it has a practical rather than theoretical application.
What does this mean for healthcare SEO content?
The content must always remain practically relevant
You need to connect the content to their goals
The content needs to be provided in many different ways
Adults need to be encouraged to continue learning
New information should be related back to what is already known
An atmosphere must first be created where the learner realizes that change is needed
An open and flexible timeline for learning is expected by adults
With that rough sketch of adult learners, lets discuss the most popular tools at your disposal to educate them.
Need Help with Adult Patient Education
most of y’all proooobably aren’t smoking a cigarette while writing content… but you get the idea haha
Crafting Patient-Centered Copy
Tailoring Content to Your Target Audience
As a medical copywriter, I could write about this forever. In fact, I've written about the importance of knowing your target audience here and here and here. It is the single most important part of writing content.
Why?
Because WHO you are speaking to will determine WHAT you say and HOW you say it.
With that in mind, no good patient education content is speaking to the nameless, faceless masses. Everything is written with a particular person... with particular struggles... and particular hopes... and in a particular position. A good tailor selects a style and pattern based on their customers preference, and adjusts every inch of fabric to their customer, so too are you basing what you write and how you write it on your unique target audience.
And keep in mind, your ideal patients are not all asking the same questions. Some are just starting to think about getting better (awareness stage), others are thinking about choosing you or going a different direction (decision stage), and others are already your patient and need help (retention stage).
Regardless of their stage, speak their language, answer their questions, and give them the information they need to make smart choices. You cannot connect with them if you do not write for and to them!
Letting them Know the Risks and Rewards
Patient education intends people to act right away in their best interest. And there are two forces that compel people to act: perceived threat and perceived reward. But if a person does not know this, believe this, or think that their actions are a part of the problem, then they will change nothing.
Once they realize they are part of the problem, you need to articulate the problem in such a way that they acknowledge how serious a threat it is to their livelihood. That means either demonstrating that A) they have a high risk, B) that there is potential for something catastrophic, or C) both.
On the flip side, the patient needs to be a perceived reward. In healthcare, that includes explaining how much better they will feel, more they will physically be able to do, cheaper their future health expenses will be, and how much longer they will live. But most of those are obvious...
The less obvious aspect is that the perceived reward must OUTWEIGH the perceived costs. The barriers and obstacles in their way have to not only seem small in comparison to their goals, but also capable of being conquered. Which means that if the struggle it takes to get healthy feels invincible, then it doesn't matter that the risks are deadly and the reward is transcendent... they still will not be motivated to act.
Quality patient education requires that people be informed on the risks, the rewards, the barriers, and the realism of their success.
Simplifying Complex Medical Terminology for Patients
However, you cannot just hand your patients relevant academic journal articles and expect them to call you the next day ready to do whatever is necessary. The medical field is full of tricky words, lingering prose, and complex information. When teaching patients, you need to leave that fancy talk behind. Explaining it like that is similar to trying to tell your grandpa about the internet when he still uses dial-up – it will only confuse and frustrate him.
Alternatively, speak in plain, direct language, offering numerous illustrations. Anticipate their misconceptions and questions and answer them. Present the appropriate information as accurately and simply as possible, striking the right balance between comprehensive information and easy accessibility.
Now, I’m not saying we need to change everything! Making patient content enjoyable comes from using common sense mixed with some creativity and kindness. Picture it like this - you want your patients to feel like they are talking to a good friend, not reading a medical journal.
We want our patients to feel smart and strong, not overwhelmed by medical jargon and hard-to-understand information. It’s all about finding the right balance. We need to give useful information while also keeping it light, engaging, and, I would say, fun to read.
Emotionally Resonate on a Personal Level
Now, I strongly believe that the best patient education content does more than just inform; it connects with people. Usually the fears surrounding our health are already potent... you don't need to exaggerate or aggravate in order to insert emotion into your content A simple way to connect emotionally is to identify, empathize, and address their common concerns and anxieties. ‘
It's important that healthcare content resonates emotionally with the target audience because emotions drive engagement and decision-making. When content connects on an emotional level, it fosters trust, builds rapport, and helps patients feel understood, which encourages them to take action—whether it's seeking care, following advice, or sharing the information.
Additionally, the medical world is about people, and people connect through stories. Don’t hesitate to add a good patient story or a sweet example. It reminds us that we are not just talking about illnesses, but about real people.
Utilizing SEO Strategies to Reach Your Target Audience
With more people turning to the internet for health advice, investing in healthcare SEO services makes it easier for patients to discover valuable, trustworthy information quickly. It pushes your content up in search results and brings heavy traffic to your site. Think of it as a bright neon sign saying, “Hey, check out this useful info!” It ensures that the information reaches the right NEW audience... it is a customer acquisition strategy.
By optimizing content with relevant keywords and phrases, healthcare providers increase the likelihood that patients will find helpful resources when searching online. It also helps content rank higher in search engine results, leading to greater visibility and engagement.
Knowing your target audience is a powerful tool in your healthcare marketing. When you understand who they are, what they care about, and how they like to receive information, you can create content that fits their needs just right.
Want Someone to Write Patient Education Content For You?
Frequently Asked Questions
What are the key elements of effective patient education content?
Effective patient education is about getting people involved, being clear, and focusing on what matters. It means giving correct and current information that speaks to your audience. This helps them feel in control of their health.
How can healthcare businesses measure the success of their patient education efforts?
Healthcare businesses can see how well they are doing by looking at patient feedback, website visits, social media activity, and, most importantly, better patient outcomes. Keep track of your results and use this data to keep improving.
Can patient education content improve patient outcomes?
Patient education content really helps! It lets patients take control of their health. This leads to better compliance and helps them manage their conditions well. In the end, it results in better health outcomes.
What role does multimedia play in patient education?
Multimedia makes patient education exciting! Using pictures, videos, and interactive tools can make learning enjoyable. These resources can help meet different learning styles. They also improve engagement and help people remember what they learn better.
How often should patient education materials be updated?
To keep information accurate, healthcare details need regular checks. Create a review process to update patient education materials. This will help include the latest healthcare changes and rules.
