Online Marketing: How’s Your Biography?
SOURCE: ACA News
By Kim Beebe
Did you know that the Meet the Doctor section of a chiropractic website can account for nearly 50 percent of total page views of your site? In many cases that’s more than the About Us or Contact Us pages, which are often considered the most important website areas after the home page.
This bit of information is critical for two reasons. First, if you don’t have a Meet the Doctor or Meet the Staff area on your website, you’re missing out. Second, if your biography is incomplete, poorly written or boring, you could be unknowingly sabotaging one of the greatest (and simplest) patient-attraction strategies available.
A professional summary (biography), which highlights your background, experience and expertise, is a must for all professionals, regardless of field. Usually considered a tool for career advancement or peer-to-peer use, the standard utilitarian bio often makes its way onto the back of your office brochure, the About Us page of your website, your Facebook timeline and more. The problem is that typically this version is not suitable for Joe Public’s eyes.
Why? Because it doesn’t share what the average person (a.k.a. potential patient) really wants to know. It doesn’t engage them, inspire them or further your relationship in any way. However, with a few adjustments, your biography can be transformed into something people want to read from start to finish, leading them to feel a sense of familiarity and connection without ever having met you in person. Better yet, since biographies used for marketing purposes are often so poorly done, putting your and your team’s bios through this checklist will really make them stand out.
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Often I find that many confuse their curriculum vitae (CV) or résumé for a biography. The term biography is derived from Greek: bios meaning life, and graphein meaning write. A true biography goes beyond a list of degrees, credentials and certifications and instead illuminates aspects of the individual’s life, taking into account emotions and events that brought about personal change and growth. A CV and résumé are necessary career tools, but keep in mind that while a biography is best for marketing to patients, for marketing to other health professionals, a biography and CV are the way to go.
Depending on where your biography will be used, you have the choice of using a first- or a third-person writing style. A first-person writing style will read as though it was written by you, and include the word “I” throughout. A third-person style will read as though it were written by a third party, using your name and “he” or “she” as appropriate. Third person is considered more formal, while first person can give a more personal and casual feel. I’ve seen both used very effectively to enhance the brand and image of the office and doctor of chiropractic (DC). Regardless of which writing style you choose, be consistent.
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