No matter what you're selling, if you want to write for doctors, you need to know everything there is to know about them.
It's also important to remember that doctors are just like you: they have feelings and emotions. Even though they are used to reading clinical research, you can often get them more interested by telling a good story or showing them something interesting.
To make good content for doctors, the first step is to understand their buyer's journey.
How the doctor got where he is
The doctor's journey is the whole experience a doctor has with your company and brand. It can include both online and offline marketing.
Here's a picture of what a typical day for a doctor looks like:
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When you do content marketing for doctors, you need to make sure that your content targets each step of the doctor's buyer journey.
Content creators can do this in a few ways, or with a few strategies:
The "Funnel" Method
The funnel method makes separate pieces of content for each step of the journey.
Here's an example of how to make content for each step of the funnel:
Awareness stage: A blog post that tells a story about the typical problems doctors face and then tells them about your product or service as the solution.
Consideration stage: A chart that shows the benefits and features of your service compared to those of your competitors and can be downloaded.
At the decision stage of the doctor's journey, you can schedule a demonstration of your product.
The approach of the content playground
The content playground method makes sure that each piece of content fits every stage of the journey.
This method, which is also called the "content playground strategy," makes sure that the target audience enjoys all of the content and gets information that meets their needs at every stage of the funnel.
Instead of being rushed through a funnel with as few "touch-points" as possible, the doctor is engaged and influenced at every "touch-point" with the playground method.
Once you have a better idea of the journey, you can choose the right type of content and the best way to share it.