How To Create An Editorial Calendar That Drives Leads For Healthcare Practitioners

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Social marketing, print and email marketing...where to start? Your website is an important part of your inbound marketing plan; it brings clients and patients to your practice and allows you to connect with them. Making sure it’s in good order can help you formulate strategies for all the other parts of your marketing plan. 

When you get people to visit your website, you’re increasing the likelihood that they’ll buy something from you. If you’re representing a physician’s office, “buying” from you means that patients are making appointments. If you’re a coach, the big buy may be your signature health coaching package. 

Other benefits of increasing your website traffic:

  • You get a higher ranking on Google.

  • You become a trusted source of information (patients/clients come to you instead of a search engine to find information).

  • You receive more referrals from current patients/clients, giving you free exposure to new business opportunities.

Developing an editorial calendar can help you define the message you send to your current and potential audience. But how do you do it?

 

1. Start with a blank slate

Or, in this case, a blank calendar. There are generally four weeks in a month, but you don’t have to stick to a particular message for the entire month. For instance, if the 27th of the previous month lands on a Monday, that can be your “first week” for planning the next month.

However, some months lend themselves to themes very easily. For instance, a cosmetic surgery center may pick October to promote services, tapping into the “scary” theme for Halloween. February is American Heart Month. It’s the perfect few weeks for any physician’s office to focus on heart health.

Either approach works, just pick the one that works best for you. And if you choose to transition between the two – say September ends on a Wednesday, but you want to start a “Scary October” theme – simply plan for that and switch themes on October 1.

2. Decide on the message you want to send

What does your audience need and want to read? Remember, your content should always do one of three things:

  • Educate

  • Entertain

  • Enlighten

So, if we use the above example for a “Scary October” theme, for week one, you might want to discuss sclerotherapy. Your calendar may look like this:

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Notice that there are posts planned out for Saturday and Sunday, too. Now, you don’t have to post everywhere at once. Depending on your industry, you might want to post a few times on Facebook and a few times on Instagram throughout the week. Your blog post can be used as your weekly newsletter too!

You also don’t have to sign in and post each day individually. Many apps allow you to import posts for various social accounts throughout the week. Email platforms allow you to queue up emails in advance so you can conceivably get the whole month done in a day or two.

3. Get to work (and reuse content)

No rule says you can’t reuse content. If your practice wrote a blog post about sclerotherapy a year ago, for instance, you can reuse it on your Facebook page or tweet it out to your followers. After you assess what you already have, hop over to a free image creation website (I love Canva) and start creating images using your brand colors and fonts to go with the plan you’ve created.

4. Breathe

It can be overwhelming to develop an editorial calendar for your practice, but with a little brainstorming and a good team, you’ll be rockin’ it out in no time.

Need some help developing your editorial calendar? Drop me a line at hello@meganwinkler.com, and we’ll chat. I help medical practices and health coaches amp up their signal and get more patients/clients.