Blogging Basics Rheumatologists Should Know

Dr. Sufka

Dr. Sufka, whose has been blogging since 2011, writes educational pieces for other physicians (at various levels, such as primary care, and for other rheumatologists) and patients. For colleagues, these may be highly detailed (e.g., “Rheumatology Joining December 16th #NephJC Discussion on ‘Rituximab versus Azathioprine for Maintenance in ANCA-Associated Vasculitis”), or it can be more of a general overview (e.g., “Applying the Pareto Principle [80/20 Rule] to Rheumatology”). He finds that patients are often most interested in learning about ways to manage their conditions and side effects.

If you’re still struggling with where to start, Mr. Steinmetz advises including an overview of the diseases you treat and the general work that you do in your first blog. Then select specific diseases and treatments to highlight in future blogs. “You could also write short profiles about each of your staff members, including information about their background and education, and why they decided to join the medical profession,” he says.

The most effective blogs answer questions your patients—and potential patients—are asking, Mr. Steinmetz continues. Given this, when talking to your patients, jot down quick notes on potential blog topics. “Once you train yourself to think this way, you will end each day with at least one or two ideas,” he says. “Ask your staff to do the same, as patients may ask them questions, as well.”

Building Readership

Promoting a blog is a lot like professional networking. “It’s very similar in that you build contacts and increase your name recognition,” Mr. Steinmetz says. “While networking involves attending conferences and local professional luncheons or joining an organization’s board in your hometown, spreading the word about your blog means linking it to your practice’s Facebook page and posting it on your LinkedIn account. It should be prominently featured on your website, of course, and you should add your website, Facebook and LinkedIn addresses to your business cards.”

When Dr. Hausmann posts a blog, he promotes it on Twitter and Facebook. He will also leverage doctor-specific social media platforms, such as Doximity.

Dr. Sufka recommends optimizing articles so search engines can easily find them. Often, you can achieve this by writing a descriptive title with keywords that appear in the blog.

‘Blogging is … making me a better doctor, because I have to learn, understand & explain the illnesses I write about—a fantastic educational experience.’ —Dr. Hausmann

Syndicating a Blog

The homepage of Dr. Paul Sufka’s blog.
Image Credit: Oleg GawriloFF/shutterstock.com