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Why your independent practice should consider having a blog


In today’s digital world, your practice’s website and social media presence are important elements of your patient engagement efforts. In addition, there are many reasons why your independent practice should consider having a blog as part of your website.

Your patients look to you as a healthcare expert for news and advice on current issues, including the COVID-19 pandemic. While you will no doubt take the opportunity during each patient visit to answer questions and address concerns, you can take advantage of a bigger platform to reach more individuals, including potential new patients.

Your independent practice should consider a blog to:

  • Attract new patients
  • Maintain engagement with current patients
  • Establish yourself as an expert in your community
  • Increase your brand’s reach as you grow your practice.

A regularly published blog post on your website keeps the content fresh, which increases your potential to be ranked higher in online searches and reassures your patients (and potential patients) that your site contains current information. A website that has not been updated is less likely to spark confidence in someone who is checking it out to learn more about you and your practice or to get the answers they need about current issues in healthcare.

Every business can benefit from a quality blog that is well-written, informative, and published regularly. Your independent practice is a small business and will reap the same benefits from an authoritative and helpful blog.

New patients will search online for a healthcare provider before they make that call to schedule their first appointment. A blog post that contains relevant keywords, is substantial in its content, and is published frequently will position your practice towards the top of the search results for those new patients. Keywords are those words that accurately describe what you have to offer in terms that potential patients will likely be using when conducting their search.

Maintaining engagement with current patients is also an important aspect of publishing a blog. A study conducted in 2021 revealed that two-thirds of patients turn to their healthcare provider for information about COVID-19. Building that level of trust in your expertise is important for your patients’ continued well-being and for the success of your practice.

When you share helpful information on a regular and frequent basis, you not only educate individuals who visit your site but you also position yourself and your practice as an authoritative healthcare leader. A blog post will encourage website visitors to stay on your site longer, remaining engaged with your content as they learn more about what your independent practice has to offer.

Repurposing content from the blog to use in social media posts can help you expand your reach as well. You can also use social media to drive traffic to your blog post, encouraging patients and potential patients to visit your site for additional information on matters that concern them the most. Establishing yourself as an expert will serve to bring site visitors back on a regular basis, as they will begin to expect helpful and educational posts from you and your team.

Proactively engaging site visitors with a blog is an effective way to build that important provider-patient relationship as well as to reach out to new patients. Your blog will give them the information they need and encourage them to make that call for an appointment to begin or continue their healthcare journey with your independent practice.