Blogging can build relationships and bring greater attention and meaning to your biotech brand.

Many biotech and healthcare organizations are behind in social media, especially blogging. Those that are embracing it are forming deeper more meaningful relationships with their audience by sharing personal stories of research and from patients, as examples. In return they are gaining valuable media attention.

Communications and media relations specialist, Nancy Jean wrote an insightful article about the art of blogging. Here is my summary of the article relating to biotech companies.

Do you have research that you want to share? Write a blog describing the new and innovative things your company is doing.  Do you have a patient success story? Or a great topic of discussion that one of your doctors, nurses, or specialists could describe? Blog and post videos of your interview – your audience won’t be disappointed. Blogging is a great way to engage and portray what you want to say and is an incredible marketing tool.

Media placements from good blog posts
Many companies use blogs to help get their story into the conventional media.  By posting things on your blog, you can draw people to your Facebook page, twitter, or even Youtube to watch videos you’ve posted. For example, the Mayo Clinic had performed a procedure on a professional baseball player and posted the story through their blog. This quickly streamed through other media outlets like Facebook and Twitter and was noticed by a woman who had the procedure done herself and eventually met the player.

They’re telling their patients’ stories, and more.
Use this opportunity to write great stories that your audience can connect and relate to. Life in a Medical Center from the University of Maryland Medical Center, is a wonderful blog created for patients, employees, and friends. It ranges from a mixture of patient stories, health advice and other feature articles all written by clinicians, experts, or even the patients themselves. This extraordinary mix of patient stories are told through text, photos, and even video in some cases.

They’re keeping it fresh.
To keep your biotech or healthcare blog apart from rest in your industry, you need to be creative and keep the flow of new content. Your blog should be updated once a week to keep your target audience coming back to read more. Make sure your audience can engage by asking questions and receiving feedback or comments at both ends.

There are so many advantages to having blog. From twitter feeds immediately posted to your blog page, showing links to your hospital’s website, important event information or calendar updates, your blog will help your overall marketing strategy and meet not only your needs, but of the community and audience around you.

Click on the following link to view Nancy Jean’s article, ‘The Art of Blogging”