GMCP EP 84 – COPYWRITING TIPS FROM MEDICAL CONTENT WRITER



this is the grow my clinic podcast by clinic mastery where we help you deliver amazing client experiences to grow your clinic well welcome back to another episode of the grow my clinic podcast my name is Jack O'Brien we are back in the saddle for 2019 this is the first recording for 2019 where we have a guest on the line that we have a jam-packed episode for you today so make sure you stick around until the end because we're going to direct you towards epic website and resource for your clinic but let me introduce you Nina Lansdowne from word prescription Nina today I'm doing very well thank you jack it's great to be in 2019 and to be here with you today mmm absolutely so before a bit of context Nina can you let our listeners know who you are and who word prescription is what do you do absolutely so and I started off as a podiatrist and still owned the diet trusts but through my experience of dietary I started doing a lot of content marketing and to grow the business and writing good content that really resonates with patients and that is what word description is so we help medical and health professionals grow their business through content mm-hmm I love it for those who are longtime listeners of the show they'll know I have a special love affair with content and content marketing it's at holds a special place in my heart so we're going to get into word prescription and some really deep things around content mistakes to avoid how to do it well those types of things but let's just dial back a little bit you said you are a podiatrist and still are was the shift there though because you don't practice or at least full time anymore why did you end up leaving clinical world because I know a lot of listeners might be business owners and they have pulled back from clinical world as well so what was that journey like for you pulling back off the tools and off the toes so to speak the journey for me started with my why and why I got into podiatry in the first place which is to help patients and offer them genuine solutions that improve their lives and as I dive more into becoming a senior diet rescind learning about business and marketing I started implementing techniques and content marketing strategies that were massively successful for the clinic that I was working at okay how do you define success convergence good new relative so no vanity metrics you didn't reach 200,000 it doesn't matter how many people you reach it matters how many patients you get I think you sorry interrupts continue diet rest you help a person one-on-one but by helping clinics get more patients and allowing them to use their skills to help more patients its achieving what I want to do in a much wider scale as well as helping health professionals and run a successful business and you know do what they love sure I love it that's unreal and I think that would really resonate with a lot of listeners who you know might be helping 40 50 60 people a week with their hands but get into business ownership with the grandiose idea of helping hundreds of people through their click but often get a little bit stuck and you've taken a different route now opening or launching word prescription effectively add content and marketing agency to help specifically health clinics tell us a little bit about word prescription what is it that you do if no one knows what content marketing is or agency what what is it that you do so we do everything from writing web copy to case studies blogs articles Facebook ads just anything that you think of content we do video scripting we do anything that any way you want to reach patients through words and coffee that's what we do mmm I love it and it's interesting you mention a couple of key elements there when people think of outsourcing writing we might be thinking blogs right but it is its social media captions and it's its scripts for videos and web copy that's you know for your website you're about a page we know is one of the most trafficked and visited pages on your website so having an expert like self Athena on clinic owners side is is incredibly useful let's talk a little bit more about content and it's probably easy to identify mistakes easiest so what are some of the big mistakes when you're browsing a clinic's website without naming names what makes you go ahh they missed it yeah hey where'd you start the first and key thing is talking about yourself so much that you miss what the patient is looking for you really when someone goes onto your website you have a very limited amount of time to help them find what they need from you when I talk about this I mean there are patients that know they need help they're in pain and they're they're looking for the right solution there's accessible and they can trust and then there's content that we target patients who may not realize they can benefit from your services yet so you know a copy is targeted at those patients that are already looking for you for a solution or for help and you start by talking about yourself instead of talking about the lifestyle you can create for the patient the solution you can create for the patient how you can help them that's probably one of the first kind of things that makes me cringe because you need to give them what they want and if you do not someone else will sure makes perfect sense and I guess you're referring to the websites that say John Smith is a physio who studied at the University of Sydney in 1994 and has forset 47 master's degrees well you're saying patients don't really care that much they want to know can you treat my condition have you got a split tell me a cheap ah yes absolutely okay Nina so what is another problem or mistake that you see people making on their website with their words another common mistake is using the wrong language and talking to the wrong person so if you're if you're writing about kids and kids pain or growing pains or the musculoskeletal pains experience you need to be you need to understand that you're writing to concerned parents you need to address their fears you need to address the objections that they might have about looking in and coming to your service you need to use that family-friendly you know language that they can relate to and resonate with instead of getting too technical and you want to just really paint that picture for them that you you really genuinely care about their family their kids and getting the best outcomes and often I find that practice nose will say you know speaking to the wrong audience not being clear to who they're actually marketing to okay when you say the wrong audience we're talking in this example the kids or the parents that are concerned about their kids it's the OT or the speechy that starts speaking to their colleagues right and uses complex language or jargon health terms and Anatomy terms any speakers if you're trying to impress your colleagues which means nothing goes over the head of the audience as their own absolutely mm-hmm okay so let me just put myself in a clinic owners shoes and and rebut that what if I was to say yeah but Nina if I write in too simplistic language my clients still think I'm not qualified what would you say to that your clients opinion doesn't get your patients hmm okay sure whatever colleagues think it just doesn't matter what they think run well it doesn't matter because what is your goal of this piece of content your goal is to get that patient in your clinic so you can use your skills and knowledge to treat them and help them that's your goal and and that's connecting with a person through content is the way you're going to get them in the door you're not you know you're not doing a presentation you're not showing how awesomely wonderfully technical you are you know that it's why you run a clinic and then it knows why your patients love you you need to get them in the door in order to be able to help them and there's what effective content does I love it as an example you know I often say to click owners inside our clinic mastery Business Academy if you're writing content that isn't sparking controversy amongst your colleagues you're probably not doing it right yeah so for example we've written a piece we created a video around tips to help plantar fasciitis and foot pain and of course you know the health professionals listening will know that fasciitis is a bit of a no-no word you know it brings up connotations of inflammation which we everyone knows the plantar fascia can't get inflamed it's plantar fasciotomy blah blah blah so we had people complaining physios and podiatrists complaining to us that we were reinforcing negative beliefs around fasciitis the reality is they know we didn't care what the physios thought patient's speaking language of plantar fasciitis right and that is a word that's meaningful to patients and potential clients so that's the language we used okay is there anything else that grinds your gears when you're looking at a website what makes you cringe is it much else not being succinct in your copy you know like rambling on about things that don't add value and one of the rules that I apply when I write any copy is that I look at what I've written and I ask myself is this adding value what new useful information is this giving to the reader what message am i getting across and if you can look and see sentences that you're just trying to over explain yourself and it's really not adding anything new cut it out because there is only so much attention they'll go there are only so many lines that they will read so you need to get that message short a sharp as possible to position yourself as the person to go to for the solution mm okay so succinct Ness and an Bertie is a bit of an art form we're all known and self professionals for waffling have you got any tips for us Nina on maybe editing a piece so we've written a blog article would you suggest keeping our eyes on the screen and edit as we go do we close the laptop and come back to it tomorrow how do we edit how do we trim ourselves down I mean I like to do it the next day I come back to pieces a few hours later the next day later especially they're quite important pieces that I've put a lot of thought into and a part of a very particular strategy but what I would do is I would sit back and I would put yourself in the position or the mindset of the person you're trying to target now I'm assuming that that when you write a piece of content you know exactly who you're targeting because you should you should know that person inside out and I would go back and I would start reading through and I would just be looking back and ask myself what value is this adding to this particular person I would be looking to change long roughly sentence to analogies I find analogies of fantastic for patient even things like describing you know you try and describe the benefits of orthotics for example or how that you'd during the initial rehabilitation you can prescribe the products if you prescribed the products you need to wear them constantly so instead of trying to you know talk about the importance of bring them constantly you just say look Alex they're like glasses the only work while you're wearing them and if you want to get you know the benefits from them you've got to wear them so just just get those analogies in there I find our a really easy way that starts getting those images going for a patient you know creates that story in their mind that helps them to understand mmm I like it I like it I like it what if we dive back even a little bit further and weave it you and I have now inspired a clinic owner to begin the content marketing journey put ourselves in their shoes they sit down to the laptop of an evening with a glass of red wine and want to like stare at a blank Google document going where do I even start how should clinic owners start writing a piece of content let's say blog article ok this is what I would do is we have to know who you're running for so say you want to be writing for a person they are conditioned or a person that you treat often that you know you treat well you get great results we know you want your target market so you think of those people and you ask yourself what are common questions that I get asked by them when they present to my clinic you know if they're a patient with heel pain what do they want to know if they're parents of kids what do they want to know do they want to know you know is entering normal should my kids be you know tripping should they be experiencing these pains take that question and answer it the perfect way to start your blog because I guarantee you if you're getting asked at regularly in your clinic people are thinking it they're searching for online and by being able to to write about it show your knowledge answer their you know their fears or objections give good valuable information on it and explain how you offer a solution to that that's cold mmm that is absolute gold think of the questions that your clients ask when they walk through the doors and just answer it like you're talking to one an audience of one writer you're writing for an audience of one and you mentioned there that they might be searching for it or searching online Nina how important is writing for SEO principles should we be stuffing keywords into headings and paragraphs how do we write to please google I know that's a question it is it's a big question because when most people who aren't familiar with SEO think of SEO they think of words in reality there's so much more sir you know it's the speed of all the images on your site and you know which device people are looking from this so much but if we look at keywords and you see on keywords I'd say that the main thing you need to know is Google when Google looks for key words on a page it will look for very certain key words on one page specifically a blog is a page so when you're targeting SEO and key words on a page it is important to know what these key words are and not overuse them to a ridiculous extent but to use them enough so that Google knows that that's exactly what you're talking about I think this is a common thing that pictures don't realize because often when I go to websites and I see say a list of services and conditions on one page you could have put so much effort into writing it to that page Google doesn't know what that page is about there are many different words and terminologies you haven't made it clear and actually when people are searching for heel pain Melbourne or what well you know whatever they're searching for that page we talked about heel pain as well as every other condition won't come up because you've done too much you haven't been specific enough and you're really not maximizing that it is very important to help patients find you you know if they're searching for conditions the doctor may have told them about things that they suspect they have they will type in you know shoulder pain or you know creaky shoulder and then the location and they're out or solution or treatment or physio or podiatrists with that search term and you want to be able to actually come up and rank for that so that people can read the the content that you've spent all this time writing and putting out so I think if you don't try to maximize SEO you are missing an opportunity to reach people okay I like it so what you're saying is think about making it logical for google without stuffing it too much yeah you're still your primary audience is your client not Google yeah absolutely absolutely so don't don't be a robot you know like when you write just right right well you can do little tips and tricks like when you put images and make sure that you title your title your image appropriately with your you know the keywords and talk about it you know naturally but make it clear what you're writing about and who your target market is finding that sweet spot I love it so we've talked about how to overcome the the blank page syndrome we've talked about what questions to think about how to get started we've talked about the strategy of having your ideal clients in mind and knowing who your audience is when someone might be just starting out or maybe they've been haphazard in the past Neena what's your advice for clinic owners that want to set aside some time to regularly write some content do you recommend a number of hours per week twice per month what would you say is a great place to start start with your first day so I can start with finding a day or and blocking out either that day or half a day hmm and start writing and producing content so so you have a plan you know say hey you know what you want to do do you want to write for for blog posts have one a week do you want to build referral relationships so you want to write some case studies to seem to doctors and know what you want to do and even on the schedule and social media as well sucker know what you want to do set aside a half a day or a full day and just spend that day writing it after that you'll know how much content you produced and that day you'll know how much you know you've got done and you'll know how regularly you need to be able to do it but actually go I agree with you that sitting aside that time is it it's just key and I think there's so much fear or hesitation with content marketing and writing content because this mindset that you not sure exactly the best way to go about it you don't know exactly what to do how right people just avoid doing it and once you start it gets so much easier and you're able to then put that content out there the continent you've written throughout that month you're able to see the results and when you can see the content New River and turn into patients into your clinic that are coming in and like I you know I read you know what you put out about that hip pain and you know it really touched her you know it really hit home with me and I really want helpless you can see that effect of those patients coming into your clinic you know you will sit aside that time without thinking twice yeah I totally agree and that really resonates with me we know that whenever we put out a specific piece of content on a specific condition or presentation we know within the next you know 24 to 48 hours we'll probably make five or ten new client bookings off the back of that and so that becomes really addictive do you do that every week you're gonna get five new clients okay now when should people use an agency when they're you know obviously your I guess today so if people were thinking oh this is too hard for me I'd love someone else to write for me what's the trigger or when should people consider an agent or someone to help them if you're struggling to produce content that is converting if you literally if you don't have the time to if you if you know that you it's just not your strength and it's not working for you I would 100% you know recommend getting in touch because content agency whether it's us or someone else they just make it easy you make it easy we we give you the content that you need consistently reliably you know that your content marketing is being taken care of you see the patients coming into your clinic and it just makes sense like the you know the amount of money you'd spend hiring someone to do that versus the amount you get in new patients so much less you know so it like from a financial particular which is one of the biggest I think hesitations to hiring an agency one of the biggest objections I think once you actually see the results of those content marketing efforts it's a really unknown so we have get close to a hundred percent retention rate for all our clients once we start working with them because they just they just see the the value and the money and of hiring a Content writer to take care of it for them and it's it gives them peace of mind that it's taken care of yeah I love that and you're right it's got to have tangible outcomes and ROI if we just write pretty words that sound amazing but don't result in patient bookings then with mr. point so that's fantastic advice if people wanted to find out more about you and what you guys do at word prescription and they've got a team that help all sorts of different health professionals and clinics where should we go the best place to start is to check out our website which is WWE and me an email as a Hello at word prescription comm and we're happy to do a complimentary like strategy sessions to talk about what you need and how we can help you that's that yeah perfect and I would highly recommend you check out their stuff word prescription are amazing and we've I've loved this chat today Nina thank you so much we'll make sure that all that is linked up in the show notes so listeners if you're going for a walk or driving you can find those links for Nina's email address or its word prescription dot-com over in the show notes the show notes are at WWE chemistry comm forward slash podcast that's where you'll find all of the good juice over there you can check out our coming events we have a free grandma clinic course for you to do or you can get in touch and if we can help you any sooner we can do that Nina thank you so much for joining me today listeners we hope this has been an amazing episode for you make sure you tune in again really soon and bye for now this is the grow my clinic podcast by clinic mastery where we help you deliver amazing client experiences to grow your clinic

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