How to Boost Physician Engagement with Content Marketing

by | Jul 31, 2019 | Healthcare Industry Insights | 0 comments

The Cleveland Clinic chair of colorectal surgery shares a clinician’s perspective on physician engagement—including a reminder that “healthcare providers are not robots.”

Once a year, Cleve­land becomes the epi­cen­ter of health­care con­tent mar­ket­ing as exec­u­tives from health sys­tems, phar­ma­ceu­ti­cal firms, pay­er orga­ni­za­tions and more gath­er at the Cleve­land Clin­ic Health Sum­mit dur­ing Con­tent Mar­ket­ing World to exchange ideas and glean insight from the industry’s lead­ing voices.This year’s third annu­al Health Sum­mit promis­es great top­ics from top thought lead­ers and inno­va­tors in health­care con­tent mar­ket­ing. As an offi­cial media part­ner for the Sum­mit, we’re proud to spot­light a few of the speak­ers and ideas that will be fea­tured dur­ing this year’s event.
Today’s inter­view is with Scott Steele, MD, MBA, Chair of Col­orec­tal Surgery, Cleve­land Clin­ic, who is pre­sent­ing on ways to ele­vate the physi­cian voice into con­tent marketing.

Q: Why do you feel elevating the physician voice in content marketing is relevant for today’s healthcare marketing professionals?

You can look at this sev­er­al dif­fer­ent ways. First, it’s a great way to get our infor­ma­tion to your patients, peers and part­ners. There is so much great infor­ma­tion out there, but some of it isn’t accu­rate. Direct to con­sumer is a great way to high­light the things and ensure as best as pos­si­ble their accuracy.

On anoth­er side, health­care is a busi­ness. As a depart­ment chair, I am proud of the long his­to­ry of the Cleve­land Clin­ic and excit­ed about all the things we are doing. Whether it is recruit­ing the best tal­ent or shar­ing with patients why we believe we are doing great things that will ulti­mate­ly ben­e­fit their health—people have choic­es and we would love to have them come here.

Q: Can you share an anecdote or experience that illustrates how Cleveland Clinic put this idea into practice in digital marketing?

We start­ed a pod­cast called Butts and Guts. It is patient-fac­ing and health­care-focused on all things in the GI and sur­gi­cal realm. We inter­view inter­est­ing guests and speak in plain words to patients and providers alike who may not be as famil­iar with the topic.

We have seen a huge growth in the down­loads and now are even hav­ing patients seek us out to be seen for their health­care needs based on what they heard on the podcast.

Q: Physician engagement is an ongoing challenge as healthcare providers like you are arguably one of the most difficult audiences to reach. From your experience, what is the most effective approach for engaging physicians to positively impact a hospital brand’s reputation and generate referrals?

Under­stand that peo­ple are busy and time is valu­able. Use mul­ti­ple plat­forms with var­i­ous options and infuse val­ue and thought into each. Whether it is social media or videos or pod­casts or print—give peo­ple options that fit their needs.

Also, I think reveal­ing a small win­dow into your per­son­al side is great—healthcare providers are not robots. Show­ing a bit as to who you are as a per­son, what you like and why you do what you do is great. Keep it pro­fes­sion­al, of course. How­ev­er, I can­not tell you how many patients have said they watched my bio video or read about me and felt more com­fort­able with me as a surgeon.

Q: What is the most important thing healthcare marketers can do to elevate the physician’s voice in content marketing?

Take advan­tage of every sit­u­a­tion. I nev­er believed in the pow­er of this approach (social media or pod­casts). But it is real and use­ful. Yet, it is impor­tant to also make it your own.
If you are not some­one that can do cer­tain things like inter­view­ing or talk­ing or sharing—do what you can and what you feel com­fort­able shar­ing. Had you told me 10 years ago I would have start­ed three pod­casts, joined Twit­ter and trav­eled around the world talk­ing about it, I would have thought you are nuts. Yet it is one of the more enjoy­able aspects of my job and has con­nect­ed me to a lot of real­ly neat and inno­v­a­tive people.

Meet Dr. Steele:

Scott R. Steele, MD, MBA, is the Rupert B. Turn­bull, MD Endowed Chair in Col­orec­tal Surgery and chair of col­orec­tal surgery at Cleve­land Clin­ic. A grad­u­ate of the U. S. Mil­i­tary Acad­e­my at West Point, New York, he was an active duty Army offi­cer for over 20 years, serv­ing as the chief of col­orec­tal surgery at Madi­gan Army Med­ical Cen­ter, Fort Lewis, Wash­ing­ton. He has served 4 com­bat tours in Iraq and Afghanistan, being award­ed the Bronze Star and Com­bat Med­ical Badge, amongst oth­ers. He is on the edi­to­r­i­al board for sev­en nation­al sur­gi­cal jour­nals includ­ing Annals of Surgery, Cochrane Col­lab­o­ra­tion, and serves as the Colon & Rec­tal Surgery com­mu­ni­ty edi­tor for the Amer­i­can Col­lege of Sur­geons. He is also the co-edi­tor for Dis­eases of the Colon & Rec­tum, and the edi­tor-in-chief for Clin­ics in Colon and Rec­tal Surgery. Addi­tion­al­ly, he is a review­er for 22 peer-reviewed jour­nals. He has been appoint­ed to the Amer­i­can Board of Colon and Rec­tal Surgery for the last sev­er­al years. His research inter­ests include rec­tal can­cer and inflam­ma­to­ry bow­el disease.

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