The overwhelming deluge of information spewing from the Internet—on any and every imaginable topic—implies that “more is better.” For proof, look no further than the most innocuous Google search. Type “doctor” and the world’s biggest search engine coughs up 248-million results in less than half a second.
There’s value hidden somewhere in that digital torrent. Certainly the technological capability is impressive. But information overload is a disadvantage and a barrier to meaningful content. More isn’t always better. It’s part of the reason that hospitals and healthcare providers fail to connect with their audience.
“The traditional push mindset works on the belief that everything from one’s own institution is valuable and, consequently, worthy of sharing,” Dr. Bryan Vartabedian wrote recently in his blog, 33 Charts. But the challenge is much deeper. “Marketing types like to impress senior leadership with the vast number of info boluses forced into the world. But few seem to understand how to draw attention in a noisy world.”
Counterintuitive tips for thinking against the grain…
Here are a few fundamental ideas to avoid the popular, but misguided, mindset of manufacturing volume content instead of making content that actually means something.
It’s not always easy to mentally swim against the current, but being counterintuitive can be more unique, informative and effective in creating content for your blog, social media, email and most forms of healthcare marketing and public relations.
Here’s our call to action…
For content that actually means something, adopt a counterintuitive mindset. Make it a cultural standard in your medical marketing and communications. Begin by sharing this post with others in your organization or team. It will help them and it will help you grow your audience.
For more on this topic, read our previous post: How to Engage and Inspire Action and Social Sharing.
And finally, please tell us what you would add to this list of tips. What other counterintuitive ideas have helped you produce more meaningful content for your audience?