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Writer's pictureOleksii Sologub

Content strategy, surgical business and AI

Never use AI in your content strategies to create content.


Never make this mistake, at least nowadays, despite it looking appealing, time-saving, and efficient. Why?


When it comes to content strategy for a private practice, the first thing that comes to mind is "regularly post on social media to..." And it is the right approach, but only the first part of it.


Social media "law" is that in order to create a successful content strategy, you must keep in mind the full customer journey in that scenario. And honestly, the vast majority of doctors and private practices I observe forget the three basic things trying to do social media content:


1. Social media content has a "push" type of content.

It means that content here is delivered by social media occasionally to the user, and the user shall be interested in the right moment of time to read that, otherwise he/she will ignore it and switch to something more relevant now. And he/she never comes back. That's why


2. Social media content must be "catchy." Do you remember the AIDA framework? Honestly, making catchy things is not the strongest part of AI. It is a kind of art and talent, while art vs. talent is the amount of time someone spends doing something he/she wants to master.


3. Interesting and creating trust. Trust is the core value in medicine when it comes to customer attraction, retention, and conversion. And even if we assume that AI written content was delivered in time to a patient, AI written post was relatively catchy, the content itself will be ... AI written and will not sound like you in person later when a patient comes to real F2F discussion. Which will reduce the trust. Thus, the conversion will be worse.


What can you do if you choose a social media strategy and have no time to implement it yourself?


When I work with my clients on content strategy, we focus first on a combination of "Push" type and "Pull" type content (social media and SEO-based things). We do invest more efforts in the "pull" content, which could be used many times, is more constant, and thus allows investment of professional team and/or personal surgeon/doctor involvement to make it sound appealing, easy, focused on patient's real pain points and thus creating trust and better conversion. And once you have enough of the "volume of the foundation", you can work with social media content, and still with its nature in mind.  


PS: The social media content strategy is unsuitable for all ophthalmic surgical practices due to the nature of the surgical business. It's a take-home message to think about :)




Oleksii Sologub

MSc, LLB, SE MBA

Entrepreneur | Board Member & Strategic Business Consultant in Ophthalmology

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