So you’re a hospital or a medical school, you’ve got a new blog that’s getting traction. But you want more of your doctors on board. You’ve reached out by traditional means, but not a lot of uptake. So what do you do?
Your timing is great since doctors are increasingly venturing out into public spaces to write, record, converse and curate. They’re curious. Most institutions are on the rise with their digital presence and the marriage couldn’t be better.
Here are a few ideas:
Create the value proposition. Tweets are cheap but time’s expensive. Be prepared to tell and sell what’s in it for them. For many doctors this it’s the visibility of a public presence that has the most value. In large institutions this may mean the opportunity for the medical director of the new CV program to get a leg up on the competition. I’ve found that when I speak to physician groups on how and why to develop a public presence, the idea of the digital footprint really resonates. Many doctors are preoccupied with their online reputation. When they hear that they can create their own story or have it created for them, many are willing to sign up on the spot.
Take the load off their back. Sell the idea that they’re potentially better off blogging with you than on their own. Most physicians don’t want the headache of establishing a WordPress site or posting frequently. Many want the outlet without all the commitment. And then there’s the perception of risk and liability (much more of a perception) that can play in your favor.
Make it easy. Doctors aren’t trained to write and create. Offer to brainstorm, outline, ghostwrite or interview.
Offer to mix the media. I’m better in front of a word processor than I am in front of a video camera. Some doctors would rather talk than write. Sometimes finding the right media is the ticket. For those willing to give it a try, offer a couple of options to see what sticks.
Meet them where they’re at. Then ask them to come aboard. Create and publicize a 30 minute introductory pitch session that your deliver to the faculty across your campus. Offer it at different times and different venues. You’d be surprised who shows up and who’s curious about stepping up.
Create case studies. If you have a couple of doctors creating for your who have had some early success, tell how it’s worked. Tell how it might have been used to leverage the mainstream media. Use analytics and grab a screen shot showing unique visitors during one of the busier posts. Physicians, like hospital admins, like graphs that go up and they’re often looking to meet a challenge. And if you don’t have any staff blogging for you yet, profile some from other public physicians. Showcase the traction they see on Twitter or the comments they draw.
What have I missed? What have you found that works?