Summary
Thinking, “No one reads blogs anymore. Especially not parents, who are overburdened and exhausted”?
As Miranda Priestly would say: “Don’t be ridiculous, Andrea. Everybody wants [clear, trustworthy content to help them make decisions about their child’s health].”
While the content marketing pie has been sliced into countless channels since blogging was the it girl on the marketing scene, blogs are still valuable in pediatric healthcare.
The challenge is keeping your pediatric blog fresh when you’ve been doing this since, say, 2013. That’s where inspo comes in handy. (Or our pediatric marketing experts, in case you wanna hand off the blog baton.)
Here are some value-packed pediatric blogs you should check out.
Overview: Current information and research from America’s largest pediatric hospital and research center
Named for the street address of Nationwide Children’s Hospital*, the 700 Children’s blog features credible information contributed by their team of experts. Featured experts range from pediatric neurologists to NICU music therapists.
The blog also uses different formats to serve parents with the answers they’re looking for. Check out this Q&A on safe sleep that came from real parents’ questions on Facebook.
Overview: Pediatrician blog with highly relevant topics, a standout voice, and effective distribution strategy
Dr. Krupa Playforth (aka The Pediatrician Mom) knows her audience. She writes about topics that today’s parents most care about, like:
Dr. Playforth uses a strong, unique voice — no AI slop — and knows how to disseminate her ideas across channels. Rather than pasting content from her blog onto social media, she reformats key information into platform-friendly content, like this Instagram post:
Related: Our best tips on repurposing healthcare content for social media
Overview: Pediatric articles with clear language and helpful formatting for busy parents
The Kite Strings Blog covers topics in an approachable, parent-friendly way. Following a plain language approach, the articles on this blog offer the bottom line up front (for instance, one is titled, “Nursing pillows not safe for sleeping infants”) and make complex information like policy changes accessible to everyone. See an example:
Overview: B2B pediatric healthcare blog geared towards scientists and physicians
Pediatric blogs aren’t only for parents. Peds content serves many audiences — and Children’s National Hospital has distinct online spaces for each of theirs.
Their Innovation District blog engages physicians and scientists with articles about their latest research and clinical innovations. As a bonus, if you’re dipping your toes in the B2B healthcare podcast waters, check out Children’s National’s The Lead in Peds.
Related: Our research-backed advice on how to market to doctors
Overview: A pediatric health website backed by the largest professional association of pediatricians, with copious content and handy navigation features
Okay, we might be cheating with this example — HealthyChildren is more a standalone media website than a pediatric blog, and it covers areas that delve into parenting as much as healthcare. Semantics aside, it’s the place to be for peds marketers, with a deep library of content about topics from pediatric oncology to emotional wellness.
Our favorite feature is the “Ages & Stages” menu. If you need a gut check on what’s top of mind for parents at each development stage, explore the articles by age category.
*Current or former Aha Media Group client.
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AUTHOR
Ahava is a leading expert in healthcare content strategy and is recognized for her ability to make complex medical information accessible. She has spent nearly two decades transforming how healthcare organizations communicate with their audiences. Ahava is trusted across the industry for her clarity, evidence-based approach, and thought leadership.
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