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Imagine you’re recruiting a dream team for content creation
It’s like the 1992 U.S. Olympic basketball “Dream Team,” but for marketing. Who are your top picks? Are they writers, designers or social media specialists who deliver the plays that make your content a slam dunk? The answer is yes. But don’t overlook other key players who can offer a unique perspective on your marketing: doctors.
Why the editorial advisory board of the future includes doctors
If your content creation team has any of the following members on the roster, you’re ahead of the game:
- Content strategists who know your audience and how to engage them
- Writers who can create compelling, educational content on a wide range of topics
- Designers with an eye for visuals that enhance the storytelling experience
- Social media marketers who know how to amplify your message and reach new audiences
But what if you added doctors to this mix? They can bring a unique perspective that enhances your content strategy. Yet, getting doctors involved is a top struggle for healthcare marketers.
I went to the source to discover how marketing teams can strengthen their relationships with providers. I interviewed three physicians who shared their insights on how to involve doctors. Read some of my key takeaways from those conversations.
Getting doctors involved as SMEs is essential. They can provide insights on these elements:
- Content ideas and topics that are relevant and valuable to the target audience
- Accurate and easy-to-understand patient education materials
- Effective referral marketing materials
- Outcomes and data to show the effectiveness of treatments or procedures
Doctors are a unique link in the patient’s journey. They can offer the following insights:
- What makes their service or treatments different
- What patients need
- What challenges patients may face
Still, they’re called into the conversation after the plan is in motion. But – what if they had a seat at the table earlier on your editorial board?
What’s working and what’s missing?
Many academic medical centers have editorial boards.
The board includes a team of experts to make sure that all content meets the following criteria:
- It’s accurate.
- It’s relevant to the audience.
- It aligns with organizational goals.
But many hospital marketing teams don’t have an editorial advisory board. If they do, it may not include a doctor’s perspective.
The marketing team may excel at strategic planning and audience targeting. But they can miss the mark on clinical accuracy and patient-centric content.
Doctors, though busy, want to improve patient education and outcomes. Involve them early to create compelling content.
Learn how to plan content for effective patient communication. Download the WG Content e-book!
8 benefits of placing doctors in an advisory role
Here are eight benefits to bringing providers onto an editorial board:
1. Make sure marketing plans align with the mission.
Doctors can help make sure marketing initiatives stay true to the organization’s mission. They can also help make sure the content is accurate, meaningful and aligned with patient care goals.
2. Engage physician influencers from the start.
When doctors take part in the planning stages, their early engagement can lead to valuable feedback.
3. Bring back the focus on community health.
Involving doctors ensures content does more than promote services. It also educates patients on relevant health topics.
4. Uncover new and unique challenges.
Doctors can tap into their daily experiences to uncover challenges that are not clear to anyone else. This can lead to content that addresses these challenges. It also provides the opportunity to offer practical solutions.
5. Provide marketers with a front-row seat to new developments and research.
Doctors are often at the forefront of medical research and innovation. Their insights allow you to include these new developments in your content.
6. Give doctors a front-row seat in the marketing world.
Inviting doctors into the process allows them to gain insights into how marketing teams work. It also gives them an inside look into the intricacies of creating patient-centered content. This leads to a better understanding and appreciation for marketing. It also strengthens clinical and non-clinical collaborations.
7. Enhance credibility.
When you involve doctors in content creation, it adds an extra layer of credibility. This is because people see doctors as trusted authorities in healthcare.
8. Increase the speed to market.
Having doctors involved in the content creation process speeds up the time it takes to publish new material. They can provide valuable input and approve content faster. This reduces lead times for publishing new articles or materials.
Sell the idea
Healthcare organizations are no strangers to boards. From medical to patient advisory boards, the clinicians, patients, hospital leaders, public health officials and others who serve on them play a critical role in shaping healthcare services.
In the same way, an editorial advisory board shapes content providers support and amplify. Adding doctors is a logical step if you want engaging, patient-centered content.
It creates a powerhouse of expertise and credibility. This leads to content that engages, informs, inspires and builds trust.
Need help creating content or recruiting doctors?
WG Content specializes in creating content that makes a difference. Do you need help recruiting providers for your advisory board? We can help.
Do you need help crafting content that educates patients? We can help with that, too.
Let’s reimagine your board and create content that impacts population health. Contact us to start your project.
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