How blogging helps clients choose your wellness clinic

Linda Dessau
May 17, 2016
By Linda Dessau
The 2013 Pew Internet & American Life Project by Pew Research Center found that 59 per cent of American adults had looked online for health information in the previous year (72 per cent of all adult internet users), with the most popular issues being specific diseases and treatments.

The same study found that 77 per cent of these online health seekers say they began at a search engine like Google or Bing (this increased to 82 per cent for the age group 18-29). Also notable is that 62 per cent of American smartphone owners reported using their phone in the past year to look up information about a health condition, according to the U.S. Smartphone Use in 2015 report from Pew Research Center.

Who are your ideal clients?
It may be helpful to know that women are more likely than men to seek health information online, as are Internet users with higher levels of education.

The Power of the Purse study conducted by the Center for Talent Innovation (CTI) took a closer look at women's role as chief medical officer of the family. The study found that while 53 per cent of women turn to the Internet for health information, only 31 per cent of them trust the info they get online.

Trust is likely a major factor for you as well. While you may do a Google search, you'll also likely ask friends, family and trusted colleagues for referrals. You may also scroll through your Rolodex of contacts and connections, including the things they've posted or shared on social media.

The ideal scenario is when the same name pops up in several of these places – definitely a sign to move forward. Next you'll probably visit the practitioner's or clinic's website to get a sense of who they are and what they offer.

Now what if someone is seeking your service and takes that same path to your clinic's website? What will they find?

If there is a blog – and you've been posting consistently – they'll find evidence of your expertise, experience and professionalism, and your genuine desire to help and connect.

Here are six ways that a blog helps customers choose your professional service.

1. Boosts their confidence in you. When you write helpful blog posts that share information, tips and guidance about their most pressing concerns, your prospective clients see that you know your stuff. When you blog and post regularly on social media, they see that you're a reliable and dedicated professional.

2. Boosts their confidence in themselves. When people try out the tips and suggestions in your blog posts and achieve some success, they feel good – and you made them feel that way. When it's time to seek some direct assistance, they'll feel good about choosing you as that expert.

3. Helps them get to know you. There may be other people who do what you do but there is no one who does it exactly the same way. You have a unique combination of experience and expertise. When you bring both into your writing, along with your one-of-a-kind personality, you will attract the people who are perfectly suited to you. And just as importantly, you will discourage the people who aren't a good fit.

4. Helps you get to know them. As you grow your audience of readers – including current and prospective clients, referral sources, friends and fans – you can learn from their responses (and just as much from their lack of response). If people click, like, share and respond to what you've posted, you're on the right track and you can keep doing what you're doing. If not, that's an invitation to do some blog planning.

5. Gives a sample of your services. By writing about your prospective clients' problems and suggesting solutions, you're demonstrating some of the ways you can help. Readers will see firsthand the wealth of knowledge that you bring to the table.

6. Gives a sample of your service. When you treat readers as if they're already valued clients, you can show them that you're quick to respond to feedback and questions, you care about the quality of your work, and that you're consistent with your follow through.

In a crowded marketplace, blogging can show prospective clients exactly what you know, who you are, and how you care.

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Linda Dessau is the founder of Content Mastery Guide, where she helps wellness clinics and their practitioners attract new clients with a great clinic blog. She provides blog writing, blog editing, blog training, and blog management, so you get all the benefits of blogging with none of the headaches.

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