Your healthcare business’s lone writer
Advantages:
Since a single writer is responsible for keeping the business blog up to date, the writing style is consistent and harmonious. If changes need to be made, they are easier to carry out. What’s more, if privileged or confidential information has to be made available to the writer, access to it is limited.
Another important point: the limited training time and cost, although they vary depending on your employee’s writing and technology skills, make this the most economical option for your healthcare business.
Disadvantages:
Just as with an external writer, a single person bears the weight of your blog’s success or failure. Be careful, though: if you don’t see a significant increase in your traffic, the cause may lie elsewhere. When in doubt, don’t hesitate to contact web marketing experts who can help you pinpoint the cause.
Should this person suddenly be unable to write or work, due to illness or a resignation, for example, you’ll have to turn to someone else and train them for the task on short notice. Training a second person in-house could prove useful one day.
Specify in the employee’s list of duties that writing is one of their assigned tasks; otherwise, the time spent writing the blog and posting articles will come at the expense of their other daily activities.
The whole team pitches in
Advantages:
You spread the workload among all or some of your employees, at the same time or in turn. You can also form teams. Depending on how often you publish, you can even motivate the troops with small internal contests: why not offer a prize to the team or writer of the most popular or most shared post on social media at the end of a given month or theme?
It may be easier to give writers the support and references they need if they work in-house at your healthcare business, especially if they need access to confidential or privileged information. In addition, other employees have the knowledge needed to help those who are less comfortable with certain aspects of writing or of integrating content into your blog.
Disadvantages:
Your employees may not all have the same level of writing skill. To avoid a Frankenstein blog made up of texts that match neither in style, vocabulary nor approach, you can set up text templates or add the task of standardizing the texts to one employee’s list of duties.
However, you can also choose to keep the differences by highlighting each post’s author as a way of showing that your employees are involved in your healthcare business.
Hiring an external writer
Advantages:
You and your team can focus on your usual tasks, in which you specialize, rather than developing your writing skills and your knowledge of CMS platforms.
Some writers even offer complementary services that can help raise your profile, such as social media management if your marketing agency doesn’t offer that service; make sure, however, to create your marketing campaign with the help of specialists.
Disadvantages:
A language professional’s fees are higher than the costs associated with training your employees.
Ask about their previous work and areas of specialization. Look at their portfolio. This information is usually listed on the web agency’s website. Ideally, you should have at least some knowledge of web marketing so you can make sure the texts submitted are effective in terms of SEO.
Whether you appoint an in-house or an external writer, it is essential for your healthcare business to check that the information is accurate and that the style represents your business. Make sure your writer complies with the ethical rules of your professional field. At the start of the mandate, this verification is imperative. You should therefore allow time to revise posts without slowing down the publishing schedule you’ve set.
The solution best suited to your business
Your healthcare business and each of your employees are unique. Unfortunately, a blog post can’t tell you beyond a shadow of a doubt which of the solutions above you should choose. Only after a discussion with your team, and some reflection afterward, will you be able to decide whether your healthcare business will showcase the talent already on your staff or hire a professional writer.
