How to Write an E-Book, Attract Dream Patients & Grow Your Business

Are you a medical professional with a desire to expand your reach and help more people?

By Danielle Rosario

While it might not be obvious at first, you should consider writing an e-book and adding it to the top of your to-do list. As a medical professional, I’m sure you can think of a million other things that your time should be dedicated to, but don’t underestimate the benefits an e-book can give you.

The thing is, we’re currently living in a digital world that’s continuously evolving. And content marketing is a pretty darn popular part of it.

When you think of different forms of content, blogs are probably what comes to mind first. But when it comes to marketing your business, opting to write an e-book is actually a brilliant choice.

Why Should You Write an E-book as a Medical Professional?

Particularly, in the medical industry, there is an endless supply of information that people are not only curious about, but that they need to learn about. And unfortunately living in a digital world means there is a ton of misleading information on the internet.

When you write an e-book specifically targeting this need, you’re providing valuable information to your patients.

When your prospective patients do a Google search, they’re likely to find authoritative, accurate, and highly-researched information. The problem is that medical content is typically difficult to read for the average Joe. It’s full of jargon, making the content hard to comprehend.

Compiling your breadth of knowledge into an e-book will help you stand out from the crowd. If you write an e-book, you’ll prove to your target patients that you have in-depth knowledge of a particular topic that will benefit them.

And we’re going to show you the best way to deliver your e-book to the dream patients you want to attract to your practice. Let’s go.

If You Write an E-book, How Will it Help Grow Your Business?

As a medical professional, an e-book can help you level up your business in many ways. You should write an e-book if you fall under one of the following categories of medical professionals:

Physicians
Dentists
Pharmacists
Psychologists & Mental Health Counselors
Optometrists
Physiotherapists

…..And many more trained professionals.

So how exactly will an e-book help grow your business?

If you choose your e-book topic wisely, you’ll be able to attract your target audience. The next step is to then convert them into patients.

When you write your e-book, make sure it revolves around a topic that interests your target audience. This results in producing valuable content, and by providing that, you are establishing authority in your field.

A popular option for digital marketing amongst medical professionals is to offer a relevant e-book to your prospective patients through the use of an opt-in.

This simply means they’re receiving the e-book in exchange for their email addresses —they’ll opt in to join your email list and receive your e-book for free.

“I’m going to invest my time and money to write an e-book loaded with pertinent information and just give it away for FREE?!” It’s likely a thought similar to this may have just crossed your mind — but do not worry.

Your willingness to offer such valuable content, free of charge, to your target audience increases the chance of converting them from leads into patients.

It shows your first priority is taking care of their needs, not about squeezing the most money out of them. People appreciate that. It also demonstrates that you have knowledge that will help them solve a problem they have.

Here’s the Big Question: How Do You Write an E-book?

As a busy medical professional, digital and content marketing are not what you want to be dedicating your time to. Your focus should be on your patients.

Unless you have experience and a passion for writing, you might want to consider outsourcing this task to an experienced copywriter. That’s why they exist — to help professionals like you grow your business.

A copywriter can provide you with well-written, thoroughly-researched copy, so you can dedicate your time to your patients and give them the care you strive to provide.

Most experienced and trained copywriters are highly specialized writers, so it may be wise to do some research to find one within your industry.

If you’re looking for specialized medical copywriting or someone to help write your e-book, reach out here. Also, an effective professional copywriter will offer you a free consultation call, typically 15-20 minutes, so that you can discuss your business goals and determine if and how the copywriter can help you exactly.

While you may not be the one actually writing the e-book, it’s extremely important that you give your writer clear, specific instructions. You want to make sure that the e-book is very thorough.

This doesn’t necessarily mean it has to be X many pages in length, but that whatever you write about is discussed and explained on all accounts.1 Don’t leave any questions unanswered, or any pages unturned — yes, pun very much so intended here.

What Is The Process for Writing an E-book?

Alright, you’ve realized that writing an e-book is a wonderful idea. Now you just have to figure out what your e-book is going to be about.

As far as topics go, you have a wide variety of options to choose from. But before thinking about the topic for your e-book, there’s one step you’ll need to take first.

You need to determine your target audience. Ask yourself questions like, “Who is my ideal patient?” or ‘“What problem(s) do they have that my e-book will help them solve?”

This has to be clear in order to reach your patients through the e-book you’re putting together. During the writing process, this chosen target audience will be who you are speaking to.

Take your time and don’t rush when determining the value your e-book should provide. Keep in mind that this e-book is the first potential interaction that a prospective patient has with you. And as we all know, first impressions are important.

Your best bet for choosing a topic to write your e-book is one that focuses on solving a problem for your ideal patient. And voilà, here’s your opportunity to swoop in and provide the solution that will help improve their lives.

Now that You Know Your Target Audience, What Do You Write About?

As far as topics go for writing an e-book, you have countless options. Now that you have identified your target audience, you can get rolling.

Remember to ask, who’s your ideal patient? This has to be clear in order to reach them through your content.

Choosing what to write an e-book about is going to be a case-by-case situation, where there isn’t one straightforward answer that fits all.

It not only depends on who your ideal dream patients are, but another factor to consider is which problems of theirs have the highest demand for a solution. And you have to think about this from a marketing point of view.

There are many topics you can focus on but sometimes having an endless amount of options can be overwhelming. So, in order to jump-start your brainstorming process, here’s a list of examples to help you write your perfect e-book. Just to give you a little boost of inspiration.

Possible e-book titles (and the medical professionals who would offer them) to inspire ideas for your e-book topic:

Replace Dry, Cracked Skin During the Winter with a Year-Long Summer Glow (for dermatologists)

7 Ways Preventative Adjustments Can Benefit Your Overall Health (for chiropractors)

A Guide to Keeping Up With Your Dental Hygiene in Between Dentist Appointments (for dentists)

How to Choose a Surgeon: Important Things to Consider Before Your Procedure (for surgeons)

De-stress Your Life — How to Cope with Anxiety and Eliminate Triggers (for psychiatrists)

How to Live ‘Normally’ With Your Cancer Diagnosis (for oncologists)
Is a Keto Diet the Right Choice for You? (for dietitians)

There are many more options, of course. The key is to keep both your audience in mind, as well as the problem(s) you’re hoping to help them solve.

Ready to Write Your E-book and Level Up Your Business?

You’ve decided it’s time to scale your business. You’re ready to take the leap and write a value-packed e-book for your patients. Congrats!

You know that this e-book will allow you to establish credibility amongst them. You can educate them while simultaneously generating more leads for your business.

Your e-book will provide your readers with helpful content, but you can easily enhance your e-book from strictly informative, educational content to effective copy that inspires them to take action.

Simply put, make sure to optimize on using a CTA (call to action) in your e-book and ditch highly technical jargon. Using a conversational tone also helps them feel at ease and truly understand the solution and value you’re offering to them.

Again, the CTA is going to depend on your specific business goals. Maybe it’s booking an appointment with you or offering a promotional limited-time offer for a service you provide. Or you can link to other offers you provide, as long as it’s relevant to the e-book topic.2

A copywriter will be able to pitch some ideas to you, so you don’t have to worry about adding more things to your plate.

They’ll also help you with your marketing strategy because once your e-book is written, you’ll want to make sure it actually reaches the inbox of those dream patients of yours.

Even if you haven’t done your brainstorming to figure out your target audience or are unsure what e-book topic would be of interest to your patients, start by hopping on a free consultation call to explore your options.

Let’s face it, you’ve got enough on your plate already and really just want more time with your patients. No need to stress out — your copywriter will find an in-demand topic that people want to learn more about and that helps you put out valuable content strategically, so new patients can keep knocking on your door — consistently.

References:

Neil Patel– How to Multiply Your Content Marketing Efforts. https://neilpatel.com/blog/6-forms-of-content-marketing-that-dont-involve-writing-blog-posts-and-how-to-do-them-properly. Accessed 29 January 2023.
How to Create an E-Book as a Lead Magnet. https://business.yocale.com/how-to-create-an-ebook-as-a-lead-magnet. Accessed 29 January 2023.