Understanding What Resonates

After reviewing top performing content this quarter, here are key insights to keep in mind when developing content for the physician audience

Ensure your content is:

• Straightforward: Physicians prefer clear, to-the-point content
• Evidence-Based: Physicians value data-driven, evidence-based content and prefer original study titles over newsy headlines.

Top performing articles often include mentions of:

• Long-Term Risks: Content mentioning long-term risks tends to get clicks.
• New Treatments and FDA Approvals: Novel treatments and FDA approvals perform well.
• Procedures: Headlines that list specific procedures attract attention.
• Case Studies: Popular across specialties, providing practical insights.

Headline Strategies

• Lead with Key Information: Begin with the treatment, study finding, or specialty.
• Concise and Direct: Avoid unnecessary words and focus on the core message.
• Highlight Achievements: Use active verbs like “uncovers,” “reveals,” and “determines” to make headlines more dynamic.
• Name Recognition: Using well-known physician names can be effective but varies based on the name’s recognition.

Content Types and Topics:

• Academic and Research-Oriented: Lean towards academic content, linking directly to studies.
• Clinical Comparisons and Decision Aids: Articles comparing treatments or offering decision-making support are well-received.
• Current Trends and Findings: Stay updated with recent studies, new treatments, and trending medical topics to maintain relevance. Consult our quarterly updated Trending Topics for assistance.