MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
Issue link: https://medesthetics.epubxp.com/i/238490
BUSINESS CONSULT | By Cheryl Whitman Hiring a Ghost A professional ghostwriter can turn your insights into motivational web content. Why Hire a Ghostwriter? As a physician who specializes in noninvasive cosmetic procedures, you know more about this subject than even the most knowledgeable consumer, reporter or editor. A ghostwriter will take that knowledge and put it into a consumer-friendly format that will garner you attention from prospective patients and the media. Regularly updating the content on your webite helps to boost your practice's ranking in search engine results. Using a ghost writer to author a book positions you as a thought leader in the industry and can lead to press appearances as well help draw new patients to your practice. 18 JANUARY/FEBRUARY 2014 | MedEsthetics Finding a Ghostwriter There are several essentials to finding and working with a ghostwriter. First and foremost, there has to be an intellectual and personal connection between the ghost and the professional. Ideally, the writer will create content in the "voice" of the professional—becoming, in effect, a surrogate for that individual. The first step in hiring the right candidate is determining what duties you would like this individual to perform. Tasks may include writing a book, bylined magazine articles, daily or weekly blog posts and even speeches. Once you've determined the ghostwriter's duties, you can create a job description and advertisement. Some of the best avenues to find a professional ghostwriter include: • Craig's List (craigslist.org) and eLance (elance.com). These free sites are popular with writers. They are also cost-effective. The downside is you will receive a flood of unqualified applicants that you will need to weed through to find the qualified ones. • Word of Mouth. Ask your colleagues if they have ever worked with a ghostwriter they can recommend. This is a good option because the writer will already be familiar with healthcare and, specifically, cosmetic medicine. • Public Relations/Advertising Agencies. These MARTIN BARRAUD/GETTY IMAGES Written content has become crucial to the success of a medical aesthetic practice. Book authorship, online blogs and websites that feature timely, informative articles on the latest cosmetic procedures impress prospective patients. However, creating frequent and high-quality content is a time-consuming challenge for physicians who already have a full-time job treating patients and managing a private practice. This is where ghostwriters come into play. These are professional writers who help experts in a variety of fields create content—ranging from books to blog posts, case studies, newsletter blurbs and full-length feature articles— that is then published under the expert's name.