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Designating a Content Manager Within Your Practice

Content management is integral to the success of your aesthetic practice. Take a moment to ask yourself, “Who is your content manager?” This is the individual who is responsible for taking any changes with respect to your offerings, providers, etc., and making sure that those are updated on your marketing channels.
"When content management is overlooked, it can create internal confusion, potential mistrust with patients and an increased risk for navigating complex conversations regarding what should or should not have been listed on the website."

Despite the fact that this job is fairly simple, the reality is that many practices overlook this crucial step. When content management is overlooked, it can create internal confusion, potential mistrust with patients and an increased risk for navigating complex conversations regarding what should or should not have been listed on the website. Fortunately, defining a content manager is a simple and efficient way to solve this problem.

Rule: Practices Should Have a Specific Content Manager With a Defined Updating Process.

This means that your practice should have one person assigned to the role of managing content and a specific process for how that content is updated. The process can be tracked simply on a spreadsheet–nothing complicated is necessary.

Create Consistent Communication

Any time that you change a service provider, or any other element of your practice that could impact patient acquisition process, you should make sure you are updating the following:

  • Your Website
  • Social Media
  • In-Office Marketing Materials
  • Forms

In making these changes, you’ll ensure you have continuity across your entire communication channel for consumers, which will help you avoid mistrust from having inaccurate information as a part of your medical marketing.

Update Your Staff

These changes can be quickly and easily discussed in your weekly meeting with staff. If there are any changes that will impact patient acquisition, you can simply jump to your updating process sheet, ensure all channels reflect the new information and rest assured that everyone is on the same page. Some weeks there won’t be anything to update, however, incorporating this as a routine part of your weekly meeting will make the process seamless, when necessary.

Ultimately, defining a content manager will help you avoid confusion with your patients, as well as the rest of your team. With just a few simple steps, you can keep your practice running efficiently, while you create a trustworthy and respectable reputation with all of your prospective patients.