Summary
Those of us who market to doctors understand how hard it can be to reach them. Physicians are inundated with information, from journal articles to patient charts and emails (so many emails).
If your marketing adds to the noise, they’ll tune it out. But if it delivers value and gets to the point, you’ve got a shot at their attention.
What works when marketing to doctors? Here’s what you need to know.
Writers sometimes think marketing to physicians gives them a pass to pile on medical jargon and write like the scientific journals do. (Hello, passive voice and run-on sentences.) But that’s not the case.
When you look past the white coat, physicians are just people. People with busy lives, who read your content during quick breaks and in between meetings.
That’s why our first not-so-secret physician marketing strategy is using plain language. It works for consumers, it works for doctors, and we have the data to prove it.
After 2 decades of marketing to and for physicians, we had a hunch that they prefer clear communication. We tested our theory and found that it’s true — 80% of B2B healthcare decision-makers prefer content written in plain language.
But that’s just the start. Read our report to learn more (it’s ungated).
Plain language is clear, concise, and easy to read. It’s content that most people can understand the first time they read it, without mental strain.
How to do it:
*We know what you’re thinking: But they’re physicians — they’re used to medical terminology. Yes, but it’s not what they prefer when reading marketing content. You want your content to be a light lift, not a chore.
It’s OK to use some medical terms. The key is knowing your audience well enough to use their vocab the way they do. When in doubt, cut it out.
Healthcare marketers sometimes question the value of plain language in physician marketing. Trust us, we’ve heard all the myths about marketing to doctors. Let’s tackle some.
False. Physicians want accurate and insightful content — but they prefer it in plain English.
Research by a U.S. literacy professor and a U.K. linguistics consultancy found that even subject matter experts prefer clear language. In fact, “the more educated the person, the greater their preference for plain English.”
No one wants to insult their audience’s intelligence. Especially when you’re marketing to an audience of physicians.
Using plain language doesn’t “dumb down.” It clears up. It’s not about policing the grade level of your writing — it’s about simplifying a complex B2B healthcare buying cycle with easy-to-understand, actionable content.
Nope. If anything, plain language boosts credibility. It shows you understand your subject well enough to explain it clearly. And it shows readers they can trust your authority.
Have you ever sat through a meeting with Mr. Superior Thinking, the guy who speaks in riddles and wants everyone to know his intellect? You wouldn’t want to collaborate with that guy — and neither does your audience. Don’t be like him. Be clear and accessible.
What else do physicians want from your marketing content? Glad you asked.
Plain language is your foundation, but you still need to deliver that message in the right place, at the right time, and in the right format. Here’s how.
Doctors appreciate rich data and findings. But they aren’t likely to read your 15-page PDF in one sitting.
Create in-depth white papers, research reports, ebooks, webinars, and other pillar pieces of content.
They say it takes hearing something 7 times to remember it. True or not, people need repeated exposure to lock information into their memories.
Distribute your content more than you think you need to, and then one more time. Repurpose and distribute pillar pieces with:
Doctors aren’t actively looking for physician referral marketing content or information about B2B healthcare products in between bites of lunch.
You need to market directly to doctors with content that finds them. Make the best of your channels to show up where your audience is:
Everyone has a limited attention span. Especially doctors. Things move quickly, and they have small windows of downtime. Make it as easy as possible for them to take the next step in the B2B customer journey.
Physicians are typically coming to your website to:
Make it easy for them to do so. Don’t ask them to “select a region.” Don’t require them to fill in unnecessary fields. (“What is your medical staff membership status?”) And if you want them to subscribe to your newsletter, make that button prominent and enticing.
Think about the “when” and “how” before you send that email or share that post. Don’t share your best stuff midday when they’re scrubbed in. Send emails and share posts in the early mornings, evenings, or weekends (when they might have more time to engage).
Also, optimize for mobile — that’s often where they’re reading. Keep things scannable with clear headlines, bullets, and short paragraphs.
Data is useful, but stories get remembered. Use real patient stories, physician testimonials, and case studies to show impact.
Stories are all over the place in medicine, from patient narratives to case histories. They help with:
Storytelling never goes out of style, whether you’re writing to patients or marketing to doctors. Learn how to write and use patient stories to make the biggest impact.
Want to know the best way to market to physicians? Ask them. It’s that simple (and complicated).
Find ways to open feedback loops with physician referral partners or B2B decision-makers. Ask them about their preferred channels and content types. And ask for feedback on specific pieces of content: Did they find them useful? Would they share them with a team member?
Marketing to physicians doesn’t take a medical degree, but it does require strategy. And at the heart of that strategy is clarity. So ditch the jargon, tighten your message, and focus on value.
First, win their ears. Then, their hearts.
We know how to communicate with physicians because we do it every day. We’ll help you get more out of your physician marketing strategy.
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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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