Health content communicators and marketers: How can you raise your content level from “resonating with the audience” to “motivating them to take action?”
You know your target audience: They have questions about their health and they’re looking to you for answers. You know how to reach them: Write empathetic, factual content that trumpets your brand’s unique offerings.
And, don’t stop there. It’s time to immerse yourself in the lives of the people you’re writing for, to create content that will convert users to new patients. Here’s how to humanize your content:
Health content communicators are a compassionate lot, imagining other’s experiences so we can create content that’s approachable and informative. Unless you have personal experience with the health issues you’re writing about, you’re going to make assumptions. And assumptions can fall flat.
These include:
How do you dig beneath these assumptions to genuinely understand your audience? Many hospitals use target market analysis and develop buyer personas to learn more. These actions are a step in the right direction. You can still do more.
Personas are archetypes that provide insights about health-seeking behaviors. For example, Too Busy Tina needs convenient access to care and is willing to pay a little extra for it. Personas enable us to tailor content to meet users’ surface-level needs.
Making content more human goes further because it considers the real-life experience of a patient who has a particular health condition. And when your content reflects these experiences, customers feel understood. They’re also more likely to turn to you for care.
Types of information to help you learn how to humanize your content include:
You’d be surprised how easy it is to find this type of information — if you know where to look:
The original version of this page was published at: https://ahamediagroup.com/blog/2019/07/how-to-humanize-content-turn-readers-into-patients/
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