Writing For Healthcare Professionals

We grew a medical client's organic traffic by 3773% in under 12 months…without any backlink outreach or content flood. How? A user-first SEO strategy that Google actually rewards. Here's the exact 3-step system that took us from 1,040 to 40,284 monthly sessions: 1️⃣ Content that matches search intent Most content gets published to fill a calendar. Ours was designed to rank. Use Ahrefs to quickly identify what searchers really want: - Enter your keyword into Keywords Explorer. - Scroll to the SERP section. - Click "Identify intents." Alternatively, use ChatGPT’s web search function to analyze top-ranking competitors: Prompt: “Analyze the search intent of this page: [URL]. Focus on: - Content format & depth - Heading structure - Rich media usage (images, videos, tables)” Then, analyze your own content the same way. Spot the gaps and fix them: - Adjust content type to match intent (e.g., convert blogs into comprehensive guides) - Enrich your content with images, videos, or infographics - Structure your headings clearly to boost readability and SEO 2️⃣ CTAs on roids We increased monthly conversions by 113% using these simple yet effective tactics: - Short, action-driven CTAs (e.g., “Download Your Free PDF”) - Create urgency (e.g., "Claim Now," "Limited Offer") - Prioritize one primary CTA per page—place it above the fold and after important content - Use color contrast tools (e.g., Coolors.co contrast checker) to ensure CTAs stand out 3️⃣ Publish authority-building white papers White papers naturally earn backlinks. Our client's white paper secured links from Wikipedia and Yahoo (without outreach). Craft compelling white papers by: - Identifying hot topics and industry challenges - Including original research (interviews, surveys, case studies) - Using authoritative secondary research (academic journals, industry reports) - Clearly structuring content (Executive Summary → Problem → Solutions → Conclusion → CTA) - Designing a dedicated landing page (clear, persuasive, and optimized for keywords) - Promoting extensively via blogs, newsletters, social media, and press releases The results? Organic traffic surged from 1,040 → 40,284 monthly sessions (+3,773%) Keywords ranking in the top 10 grew to 693 Monthly conversions increased from 158 → 337 (+113%)

Users don't suck, but the information provided to them can. If your IFU reads like a legal contract, people won’t read it. Why? Because they’re confusing. Too wordy. Too complex. Too scattered. A great IFU should feel like having a clear-headed expert guiding you step by step. The user needs to know what to do, how to do it, and when to do it. Here's 20 recommendations/writing rules to improve your IFU↴ 1. Write procedures in short, identifiable steps, and in the correct order. 2. Before listing steps, tell the reader how many steps are in the procedure. 3. Limit each step to no more than three logically connected actions. 4. Make instructions for each action clear and definite. 5. Tell the user what to expect from an action. 6. Discuss common use errors and provide information to prevent and correct them. 7. Each step should fit on one page. 8. Avoid referring the user to another place in the manual (no cross-referencing). 9. Use as few words as possible to present an idea or describe an action. 10. Use no more than one clause in a sentence. 11. Write in a natural, conversational way. Avoid overly formal language. 12. Express ideas of similar content in similar form. 13. Users should be able to read instructions aloud easily. Avoid unnecessary parentheses. 14. Use the same term consistently for devices and their parts. 15. Use specific terms instead of vague descriptions. 16. Use active verbs rather than passive voice. 17. Use action verbs instead of nouns formed from verbs. 18. Avoid abbreviations or acronyms unless necessary. Define them when first used and stay consistent. 19. Use lay language instead of technical jargon, especially for medical devices intended for laypersons. 20. Define technical terms the first time they appear and keep definitions simple. Prioritize the user while ensuring MDR/IVDR compliance.

Yes, I've been through medical school, but I can say that "patient school" (i.e. my experiences as a patient) is where my understanding about healthcare & humanity deepened. That's why I'm such a big fan of #narrativemedicine and incorporating patient stories into medical education and beyond. These stories are vital because they bridge the gap between clinical knowledge and humanistic care. By hearing these narratives, healthcare professionals gain valuable insights into the human experience of illness, which deepens their sense of empathy. These stories remind us that patients are not just cases-- they are people. They have their own unique lives beyond their illnesses and disabilities. They come with different emotions, fears, aspirations, and everything in between. Bringing these perspectives into medical education helps the next generation deliver well-rounded care, taking into account both the physical + emotional needs of patients. They ground us in the reality that medicine is as much about humanity as it is about science. And I think that's beautiful. #patientadvocacy #medicine #womeninmedicine

As Chief Medical Officer at GE HealthCare, my primary responsibility is to lead the medical function grounding our innovations in clinical evidence, ensuring efficacy, and bringing the voice of the clinician into every strategic decision we make. But there’s another element to this role that’s less visible yet deeply impactful: marketing. While I don’t manage marketing directly, I collaborate with our marketing teams more than one might expect from a physician by training. Why? Because in healthcare, clinical credibility and commercial clarity must go hand in hand. Here are the marketing elements I find most critical: 1. Storytelling with substance Clinicians don’t respond to hype, they respond to evidence. But evidence needs a compelling narrative. I work with marketing to ensure our stories are rooted in data, but framed in a way that communicates real-world value to providers, health systems, and patients alike. 2. Segmentation that reflects reality Understanding our clinical stakeholders - radiologists, cardiologists, oncologists, technologists, hospital executives - is essential. Marketing helps us tailor messaging by audience, while I help ensure those audience profiles reflect real clinical behaviors and challenges. 3. Positioning built on outcomes It’s not enough to say a product is innovative; we must demonstrate how it improves outcomes. The medical team contributes the data, the trials, the insights. Marketing shapes that into positioning that resonates across markets, languages, and care settings. 4. Credibility through collaboration Thought leadership is a shared responsibility. Whether we’re preparing for a major conference or publishing peer-reviewed studies, marketing helps amplify the work of our clinical experts. Together, we balance scientific rigor with accessible communication. 5. Listening as a strategy Much of marketing is about listening to the market. Much of medicine is about listening to the patient. At this intersection, I find some of the most valuable insights. Marketing teams surface unmet needs, competitive dynamics, and shifting expectations. My role is to interpret those through a clinical lens and help turn them into better solutions. In short: I don’t “do” marketing, but I can’t do my job without it. Healthcare is evolving rapidly. The Chief Medical Officer-role must evolve with it bridging clinical insight and market relevance, ensuring that what we build is not only scientifically sound, but also meaningfully communicated to the people who need it most. Would love to hear how others in clinical or marketing roles navigate this balance. #healthcare #radiology #marketing #digitalhealth

YouTube Health has launched a video series sharing health content creation best practices. Featuring some of our best performing health channels around the world such as the NHS, Mikhail Varshavski (aka Doctor Mike), Shiv Gaglani from Osmosis.org from Elsevier, Psych Hub, and Paulina Zúniga who go ’Behind the Thumbnail' to share their top tips on creating clinically & culturally relevant content to support patient engagement and education Very grateful in particular to Joe Freeman who shared insights into the NHS approach to YouTube Shorts, experimenting with titles and thumbnails, and developing a minor illnesses video series targeting the most common reasons for NHS 111 calls. Full video series available here: https://lnkd.in/eaFuGuTr With thanks to Ariel Altman, Isaac Ochoa Asmaa ZERKDI, and Sam Bowers for making this happen Watch this space - more videos in more languages coming in 2024

📝 #CME Writers: Crafting Patient-Centered Content As a #CME writer you might be tasked with incorporating patient voices to education activities. You might also develop patient-facing content as part of #CME. As Milini Mingo reminded us recently in the Alliance For Continuing Education in the Health Professions Almanac, patient involvement in CME requires a thoughtful approach. Here are 5 key writer-focused takeaways for developing patient-focused #CME materials: 1. Language Matters: Use clear, jargon-free language when creating content for or about patients. Remember, patients bring experiential knowledge, not necessarily scientific expertise. 2. Storytelling Framework: Develop a structure for patient stories that balances emotional impact with educational value. Consider using a "wound vs. scar" analogy to guide which experiences are appropriate to share. 3. Diverse Perspectives: When writing case studies or scenarios, include a range of patient experiences, backgrounds, and viewpoints to reflect real-world diversity. For additional perspective on how to do this, check out episode 61 of the Write Medicine podcast with Sapana Panday. 4. Ethical Considerations: Address privacy and consent guidelines to obtain and use patient stories ethically. 5. Empowerment Focus: Craft content that positions patients as valuable contributors to medical education, not as subjects of study. By implementing these strategies, you can create CME content that integrates patient voices and enhances the learning experience for healthcare professionals. #MedicalWriting #CME #PatientVoice #CME https://lnkd.in/gwJP-EtF

Patient health literacy is the ability to understand and use health information to make informed decisions about their health. It is an important factor in patient engagement, as patients with low health literacy are more likely to have poor health outcomes. There are a number of things that providers can do to meet the varying levels of patient health literacy: Use plain language: When communicating with patients, providers should use plain language that is easy to understand. Avoid using jargon and technical terms, and explain any complex concepts in a clear and concise way. Provide written materials: Providers should provide patients with written materials about their condition and treatment plan. These materials should be written in plain language and should be culturally appropriate. Use visuals: Visuals, such as diagrams and pictures, can help patients to understand complex health information. Providers should use visuals whenever possible when communicating with patients. Check for understanding: Providers should check with patients to make sure that they understand the information that is being communicated to them. This can be done by asking patients to repeat back the information in their own words or by asking them specific questions. Offer support: Providers should offer support to patients with low health literacy. This may involve helping patients to find reliable health information online or connecting them with other resources, such as patient advocates or community health workers. Here are some additional tips for meeting the needs of patients with low health literacy: Be patient and give patients plenty of time to ask questions. -Avoid making assumptions about what patients know or understand. -Be respectful of patients' cultural beliefs and values. -Be willing to repeat information or provide additional explanation. -Encourage patients to bring a trusted family member or friend to their appointments who can help them to understand the information and ask questions. I believe that digital health can help to ensure that all patients have the information they need to make informed decisions about their health.

Healthcare is boring for LinkedIn. “Doctors have nothing to talk about.” “Medical content won’t get engagement.” Wrong. Here’s a comment from one of our healthcare clients: “Dr. Saab, reading your words gave me goosebumps. If doctors like you are out there, then truly miracles do happen. Your compassion turns science into hope and healing.” That’s not boring. That’s powerful. What should healthcare professionals talk about? [1] Your why Why did you become a doctor? What drives you every day? [2] Myth-busting “Most people think X about diabetes. Here’s the truth.” Simple. Educational. Valuable. [3] Behind the scenes The moment you knew this was your calling. A breakthrough that changed everything. [4] Make it simple Explain complex medical stuff in normal words. Help people understand their health better. [5] Be human Share your passion. Show your personality. Connect beyond the white coat. The problem isn’t that healthcare is boring. The problem is doctors think they need to sound like textbooks. You save lives. You have knowledge people need. You see hope and healing every day. That’s content gold. Stop hiding behind medical jargon. Start sharing the human side of healing. The world needs your voice.

First-Time Research Paper Writers: READ THIS Before You Write Another Sentence Many Master’s and PhD students produce outstanding research, only to face multiple rejections when they submit to journals. The reason? It is not always the quality of the data or the novelty of the idea. It is the inability to communicate the research in a clear, structured, and publishable format. If you are a first-time paper writer, you must understand this: doing research is only half the journey. Writing it well is the other half. Below are seven critical lessons every early-career researcher should internalise: 1. Begin with a Plan, Not a Blank Page Before you write anything, determine: The journal you are targeting The structure of your paper The core message you intend to convey The key figures and tables that summarise your results Preparation is non-negotiable. 2. Follow the IMRAD Structure Precisely The internationally accepted structure for scientific articles is: Introduction Methods Results And Discussion Each section serves a specific purpose: The Introduction defines the knowledge gap. The Methods describe what you did and how. The Results present your findings without interpretation. The Discussion interprets your findings and situates them in the broader literature. 3. The Introduction Is a Justification, Not a Textbook Review Avoid starting with generic statements. Instead, do the following: Briefly explain what is already known Identify what is not yet known Articulate the gap in knowledge Conclude with a clear objective statement 4. The Methods Section Must Be Reproducible This is where you describe your study design, participants or materials, procedures, and statistical analyses. 5. Results Should Be Presented Without Commentary Use tables and figures appropriately, and do not duplicate information across formats. Present results in the same sequence as the methods for clarity. 6. The Discussion Is Your Opportunity to Add Value Begin with a restatement of your main findings. Then: Interpret your results in light of existing literature Discuss agreements or contradictions with other studies Suggest plausible explanations Identify implications for practice or future research Acknowledge limitations, critically, but with justification Avoid overstating your conclusions. Let the data guide the narrative. 7. Title and Abstract: Your Paper’s First Test Your title must contain relevant keywords and highlight the core contribution. The abstract must be a complete summary, context, methods, results, and conclusion, under the word limit. The abstract is often the only part that is read. Make it matter. If you are preparing your first manuscript, this is the guidance you were never formally taught, but urgently need. #PhDStudents #MastersResearch #AcademicPublishing #ScientificWriting #GraduateStudies #PublishOrPerish #ResearchMentorship #DrWadzaniDauda #AGE

Pain loops don’t just happen in nerves — they happen in narratives. Because the brain remembers pain. But so does the story we tell about it. As a pain physician, I’ve learned that treating the signal isn’t enough. We can disrupt pain pathways with the latest devices, apply precision with neuromodulation, and get the numbers to move — VAS scores drop, mobility improves. And yet, some patients stay stuck. Not physically. But existentially. Because chronic pain doesn’t just alter the nervous system. It rewrites identity. I’ve seen patients go from a pain score of 8 to a 2 and still feel lost. They no longer know who they are without the pain. Or worse — they only know themselves through it. Their story has fused with their symptom. That’s where I believe narrative medicine must meet interventional care. We don’t talk enough about how story work — reframing, reflection, even writing — can reinforce or disrupt the pain cycle. We don’t integrate mental health, memory, and meaning-making enough when designing treatment plans. And we definitely don’t train for it. This isn’t “soft” medicine. This is systems-level thinking. Because when someone has lived with pain for years, healing is not just about analgesia. It’s about narrative recovery. Let’s stop separating hardware from humanity. Let’s build clinical models where neuromodulation and narrative medicine sit at the same table. Because pain isn’t just what fires in the body. It’s what lingers in the story.