If you’re marketing to an independent medical doctor, good luck. They don’t have time for emails that don’t nail a great topic immediately – which is probably not news to you. Like most marketers, you’ve been struggling to figure out the magic words that will hit home.

Your content must be spot-on – tapping exactly on their pain points. It can’t simply be a message cooked up by your marketing consultant.

A recent article outlined strategies for lining up topics that are “both compelling to the C-suite and make sense for your company to tackle.’ In our world, “C-Suite” is most certainly a person with MD behind their name – and an independent medical practice. These MDs are struggling to keep new patients coming in the door amid stiff competition with the MD down the street.

How will your email cut through this MD’s day-to-day deluge of emails?

The three core ingredients to this worthy content are

• Relevance
• Credibility
• Innovative value

Let’s examine how you can achieve this triad of compelling content:

Tap into timely client priorities

It’s imperative that your topic addresses issues your audience wrestles with every day, as well as problems forecasted as imminent. FDA and CMS advisories and policy changes are grist that will get every independent physician’s attention – because they can’t dodge the inevitable.

Create credible content

Choose topics that relate to your expertise – or it’s just not relevant to your message. Only by presenting content that MDs will take seriously will you provide them with value. If you create EMR software, don’t try to dance around issues regarding personnel hiring. It’s just not credible.

Spark new ideas

While an MD will welcome tactical strategies that can help their practice thrive, they really like messages that surprise them – insights that signal thought leadership, that help them think differently. When you’re creating “out of the box” content, envision MDs who clearly want to grow their practices – which is just about all of them. They want to embrace change, but they need a game plan to do it. Give it to them.

Hitting this “content trifecta”

To truly hone in on your MD stakeholders’ key pain points, get their input. Conduct interviews to develop a list of important topics. Check in with your focus group regularly for updates. Also, check trade journals and competitors’ websites to figure out how to differentiate your message.

Dig in, and do your research. You can make a big impact on the medical practice’s success by doing so.

Learn more here: http://contentmarketinginstitute.com/2016/09/csuite-relevant-content/