For the modern medical practice, quality content can contribute to patient acquisition, retention, and treatment adherence. Providing useful resources to patients also creates an extra touchpoint between them and your practice – helping make the relationship more meaningful.
But if your educational materials are stale and out-of-date, they provide little value to you or your patients.
If you’re still relying on that dusty rack of brochures in the waiting room, it’s well past time to improve your approach. Here’s our advice on a making your materials better.
What do you want your patients to know? Certainly, they deserve information on common diagnoses and their causes. But your answer doesn’t need to be limited to treatment options and preventive measures. The more your patients understand about your providers, practice, and specialty, the better.
Consider creating content that explains the “why” behind your policies and practice history in addition to medically-focused materials. And broaden the channels on which you share content: In addition to putting pamphlets around the office, you should post them on your website or blog (and maybe even disseminate them through a patient newsletter or social media page).
In our day-to-day work around the office, we can get so accustomed to speaking medical jargon that we barely even hear it. Take a look at your existing resources: Are they full of acronyms and specialty-specific terms? Do they reference various illnesses, treatments, and diagnoses as if patients already know what they mean?
Especially when it comes to physical, take-home resources (like brochures and pamphlets), you’re simply providing a starting point for understanding; patients will go home and do a lot more research on their own. Be sure to provide the baseline-level knowledge that patients need to feel informed and empowered to learn more.
Creating effective content is all about knowing your audience. So obviously, your resources should align with who will be reading them. That’s not just about readability (by age or knowledge level) and tone – it’s also about the visuals and presentation.
Make your resources look and feel like things your patients already read: Kids at the pediatrician will respond better to drawings and animation; seniors appreciate large print. Across all materials and formats, keep your language simple, easy-to-read, and full of must-know information. Ultimately, empowering patients with knowledge will help you earn (and retain) their long-term trust.
...and if you need help from a medical billing company...