You’ve heard the conventional wisdom, “all great relationships are built on trust.” This is just as true for hearing aid practitioners and their current and prospective patients.
But how can practitioners build trust and establish authority? While you already possess the knowledge and expertise necessary to do so, communicating your value and proving yourself to be an authority can feel daunting.
That’s where written content comes in. When done effectively, it can take your expertise and break it down into readable, relevant and actionable language your patients can understand. This helps them recognize your value and boosts credibility with your brand.
However, “written content” takes shape in many ways across both print and digital channels. Let’s explore some of the different types of written content and learn how they can help improve communications for your practice!
Print vs. Digital Content
You may have heard digital content is paramount in our Internet-driven culture and that print is nearly extinct. The truth is, both serve a purpose when used as part of a larger marketing strategy – especially for hearing aid practices!
Benefits of Print Content
When you think about traditional advertising, print typically comes to mind first. It includes materials like brochures, direct mailers, billboards and newspaper ads. Since print has been around a long time, it’s been heavily researched, tested and proven effective.
For hearing aid specialists and healthcare practitioners, print ads can be a great way to reach a local audience. You can use newspaper ads to leverage the reputation and reach of community publications. Additionally, direct mail can (quite literally) meet current and prospective patients where they are – ensuring your message reaches older segments of your audience that might not be as internet-savvy.
Benefits of Digital Content
These days, more and more people are setting up appointments and making purchases online. That’s why digital content has become such a key player in marketing strategy. Examples include blog posts, pay-per-click ads, email content and social media posts.
For hearing-aid practices, digital content is an opportunity to get more eyes on your services and provide education that helps patients recognize your value. Keyword-rich blog posts can help boost your rankings on Google and introduce prospective patients to your practice. Social media content can help create a more human face for your brand and foster an open space for acquiring feedback, generating reviews and enhancing your credibility through social proof.
Ultimately, how you use written content depends on your practice and the needs of the patients you serve. Your audience likely includes a wide range of people that consume content in different ways. Understanding your patient’s journey and employing suitable types of content at the right touchpoints is key to an effective communication strategy.
Looking for guidance on crafting your content strategy? As marketing experts with over 20 years of experience in hearing healthcare, we’d love to help. Book a call with us here to learn more.