The benefits of your blog to your healthcare organization (and audiences)

The future of marketing is about doing things and saying things with people. Building relationships that are collaborative, helpful, personal and honest. Requiring your healthcare organization to expose a lot more of its humanity, because customers trust each other/trust people more than they tend to trust your organization.

Blogging gives you that ability. The ability for a searcher to enter a keyword phrase, land on your post (written by a real person), which can lead to dialog, and a connection beyond what other social vehicles can provide.

Here are seven specific benefits of your blog to your healthcare organization:

1. Creating Attraction (starting with search)
2. Creating Value For Your Audiences (on their terms)
3. Building Trust (sorely lacking yet vital to building strong healthcare brands)
4. Creating and Strengthening Brand Relationships (between you and your audiences)
5. Energizing Employees (which leads to happier customers)
6. Building Transparency (a highly sought after characteristic)
7. Creating Separation Vs. Others (community building, access to customers, volume and revenue)

Are there other benefits that you’d add to this list?

Eric Brody

Eric Brody is President of Trajectory, a brand consulting and marketing agency specializing in creating momentum for customers, brands and businesses across the related categories of health, wellness and beauty.

4 thoughts on “The benefits of your blog to your healthcare organization (and audiences)

  1. Excellent points, Eric. I would add the benefit of clarity. I have found that blogging forces me to focus my thinking and sharpen my message. Then I can repeat that message in a number of ways, both traditional and social. I know most hospitals shy away from blogging due to worries about writing skills and time restraints, but if they can get past that hurdle they will find the points you make are true!

  2. Thanks for your comments Dan. Appreciate you taking the time to share.

    Agree with your points. Beyond the worries about writing skills and time restraints, I would also add a level of anxiety about “change” in general and the resulting repercussions. But the upside, as you point out, far overshadows not trying to overcome the hurdles.


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