Unlocking Patient Engagement Strategies: Expert Health Writers’ Impact

With over one billion healthcare searches on Google daily, developing patient engagement strategies via content marketing is essential for healthcare businesses. The challenge lies in creating content that effectively communicates medical information while empowering patients to take control of their health. Building credibility and patient trust while standing out in local searches to attract and retain an audience is essential. 

Health writers are crucial for creating patient-centered content and adapting to healthcare technology and treatment advancements. Writing about complex medical topics in an accessible way is a skill that takes years to master. Subject matter experts can break down complex ideas into simple, digestible language that patients can understand. Healthcare companies will witness higher patient engagement and better health outcomes.

Understanding the Role of Health Writers in Patient Engagement

Health writers like nurses can help healthcare organizations develop effective patient engagement strategies by creating relatable content. They work closely with providers and professionals to understand their target audiences and produce informative, engaging, and actionable content. They can create blog posts, social media content (e.g., videos or infographics for Instagram, TikTok, and YouTube), and email campaigns, among others. 

Below are some examples of successful patient engagement strategies involving expert writers:

• Developing accessible patient education materials: Subject matter experts can create educational materials, such as pamphlets, brochures, and online resources tailored to patients’ needs. These materials can provide clear instructions on managing a particular condition and offer tips on maintaining overall health and wellness.
• Promoting health with social media: With the widespread use of social media, nurse writers can optimize patient engagement by posting content when users are most active. They can leverage cognitive biases, emotional triggers, aesthetic appeal, and storytelling to elevate the patient experience.
• Addressing patient concerns and providing practical solutions: Patients can improve their health outcomes by reading blog posts for practical tips, self-management strategies (e.g., improved medication adherence, eating healthier), and awareness about health conditions. Watch as your site traffic increases exponentially.

The Benefits of Using Expert Health Writers

When it comes to patient content, accuracy and reliability are non-negotiable. Healthcare organizations must provide information that builds trust with patients. Having specialist health writers on board offers the following benefits:

• Writing with a patient-centric lens: Health writers understand that patients are unique individuals with distinct preferences, behaviors, values, and needs. By focusing on patient-centric writing, they create content that resonates. For instance, nurses can craft tailored brochures specific to a patient’s condition, disease stage, and treatment plan.
• Balancing keywords with quality: Beyond their expertise in various health niches, nurse writers excel at optimizing content for search engines. They can strategically incorporate relevant keywords and employ SEO techniques without compromising quality. These writers seamlessly weave medically accurate, readable synonyms into their writing while avoiding keyword stuffing and ensuring alignment with complex search engine algorithms.
• Meeting diverse health literacy needs: Research has highlighted the impact of health literacy on patient trust. Patients with lower health literacy often turn to online content, including social media. Expert health writers bridge this gap. They produce a wide range of health content, from comprehensive white papers to concise email copywriting and engaging Instagram posts. By meeting patients where they are, these subject matter experts provide medically accurate information that educates, empowers, and fosters trust.

Strategies for Integrating Health Writers Into Patient Engagement Plans 

Effective patient engagement plans require collaboration between marketing teams and health writers. By working together, they can create content that informs, inspires, and motivates patients to take action. 

For instance, a marketing team may have expertise in identifying key patient segments and the channels to reach them. On the other hand, nurse writers specialize in creating content that resonates with patients and is easy to understand. By combining these skills, marketing teams and expert writers can create content tailored to the patient population.

One way to involve writers in the planning stages of patient engagement campaigns is to include them in brainstorming sessions and workshops. They can contribute their expertise in developing informative, engaging, and actionable content.

Additionally, health writers can help ensure content is visually appealing and accessible to a diverse audience. This process includes using plain language, avoiding medical jargon, and providing visual aids like infographics or videos.

Hiring expert health writers is a valuable investment for healthcare organizations looking to improve their patient engagement strategies. If you want to take your patient engagement to the next level, the nurse writers at Write RN can help you create compelling content that inspires and engages your patients.

FAQs

How do health writers tailor content for different patient demographics?

Health writers employ various techniques to tailor content for diverse patient demographics, including using appropriate language, cultural references, and visual aids.

What qualifications should I seek in an expert health writer?

Look for writers with a background in health or medicine and experience in medical writing. A degree in a relevant field is also a plus.

How can health writers help simplify complex medical information?

Health writers play a crucial role in the healthcare industry by bridging the gap between medical professionals and the general public. They can translate complex medical information into simple, easy-to-understand language the average person can comprehend. 

What are the best practices for integrating writers into a patient engagement team?

Best practices include involving writers in the campaign planning stages, collaborating closely with marketing teams, and ensuring writers are familiar with the organization’s brand and messaging.

How do I measure the effectiveness of patient engagement strategies involving health writers? 

To measure the effectiveness of patient engagement strategies, consider user feedback, readability scores, engagement metrics, and behavioral changes. Effective writing bridges the gap between medical jargon and patient understanding.

References

Chen, X., Hay, J., Waters, E., Kiviemi, M., Biddle, C., Schofield, E., Li, Y., Kaphigst, K., & Orom, H. (2018). Health literacy and use and trust in health information. Journal of Health Communication, 23(8), 724–734. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6295319/ 

Drees, J. (2019, March 11). Google receives more than 1 billion health questions every day. Becker’s Health IT. www.beckershospitalreview.com/healthcare-information-technology/google-receives-more-than-1-billion-health-questions-every-day.html