Most blogs, especially ones in the world of healthcare, are BORING! There’s no real personality in them so they come off as a lecture from a textbook instead of a conversation. Blogging is marketing, and my view of all marketing is it’s a conversation between your practice and someone you want to help.

The original appeal of blogging in the early years of the internet was it was an electronic journal. It was unique, spontaneous, and every post offered a unique window into someone’s world. Unfortunately, most blogging has devolved into copy-pasted corporate nonsense.

First, it’s all about the one-on-one, conversational tone. Readers—your patients—should feel like you wrote it just for them. I view every blog post as a letter from your practice to your patients. It has you-based language, is rich with info, and reads like you talk. Just think of the tone generic marketing has vs. the tone you have when talking with your best friend. Huge difference, right?

With that said, every blog post has an end goal: keeping existing patients engaged to activate them and organically attract new ones. Each post has a specific intent with a desired outcome (like a blog post comparing Botox and fillers to get more appointments for both), but it reads like an interesting letter, not an ad.

These posts are also SEO-optimized, which just means it’s written to get found online. Better SEO = higher chances of popping up in search results. Most standard SEO blogs are robotic, dry, and dull. They’re written for SEO, not for PEOPLE.

Style 1 (Standard SEO Writing)

Style 2 (My Conversational SEO Writing)

Email: Convert them into emails to stay connected with patients and nudge the inactive ones back.

Social Media: On Facebook it’s a post with a link, clean image, and catchy caption; on Instagram it’s a profile post. Stories work too, but posts last longer, and there’s unique ways I design them.

Texting: I don’t view these posts as disposable content, but rather your own personal library that we can pull from over and over and over. Over time, you’ll have conversations with patients, think of a post that’s relevant, and then text it to them.

In-Office Activation: Signage with QR codes linking to the post and reminding patients to check them out.

Print Pieces: I can also turn the best posts into premium pamphlets, brochures, and booklets. All these are bespoke to your practice, beautifully designed, and WILL create conversations with your patients. I’ve shared a long list of examples inside my physical pieces section.

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