Key Post Highlights
> Young professionals are online…a lot.
> Quality content can attract members to learn about and join your medical association.
> Content highlights what your organization can offer them and what you value.
The internet is a source of information for nearly everything. Need a new recipe? Internet. Want to know why your dog is sneezing? Internet (and hopefully, a vet). Looking for a laugh to boost your mood? Definitely the internet.
The internet is also where people search for jobs and job-related experience, including medical associations.
Having a useful and engaging web presence is crucial for any organization, and your medical association is no different. This is because people are nearly always online, with over one-third of Americans saying they are online “almost constantly.” And for young folks ages 18 to 29, this number jumps to nearly half.
If you’re looking to spread the word about your organization, especially among young professionals, your website is the place to start. And one of the most straightforward and effective ways to enhance your web presence is through content.
Quality content — including blog posts, static web pages, videos, podcasts, and social media — can attract younger members to learn about, engage with, and join your medical association. Here’s how.
1. Content can highlight what your medical association will offer young professionals.
Folks that have just graduated from medical school are looking for one thing — discounts.
Okay, they might be looking for a bit more than that, but they’re not in the business of wasting their time on something that won’t bring them value. Your website’s content has the power to highlight what your medical association is all about, and how it can benefit them, such as:
- Personal and professional discounts
- Access to exclusive events and professional journals
- Support with licensure and certification
- A platform to make real change
- A supportive network
Don’t assume people know what the benefits of a membership to your medical association are. Use your website’s content to be clear and excited about what value your organization can bring medical professionals both personally and professionally.
2. Content can showcase your medical association’s values.
Now, more than ever, young professionals want to be a part of organizations that reflect their values — whether about philanthropy, sustainability, social impact, or something else completely.
Possibly one of the most important values they’re looking for is a commitment to diversity and inclusion. This includes everything from hiring diverse workers to supporting employees of color in their career advancements to having important conversations about systemic racism.
What they don’t want is lip service. They don’t want to see a mission statement jam-packed with buzzwords with no real action to back up these claims.
Content is an ideal way to showcase what your organization stands for and what you’re actually doing to support that. Go beyond a fluffy mission statement, and show them the real action with data, stories, case studies, donations, testimonials, and any other way you can showcase what your organization is all about.
3. Content can get prospective members to take action.
Quality content creates leads, period.
The more active your website or blog is, the more likely your content will show up on Google’s search engine results page (SERP), be linked to from a different page, or be shared on social media.
Once prospective members make it to your medical association’s page, quality content will get them to take action by joining your association.
On the flip side, if your website remains quiet, or if your content isn’t of high quality, you won’t benefit from search engine traffic, social media, or other websites.
Your website — and the content that lives there — is a crucial part of how successful your medical association is. It attracts new, young folks, and it retains those who are already there. If your content isn’t up to par, now is the time to fix that. Not sure how or where to start? Let us help you create quality content to engage your audience.