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 organizations create written content for a living, and they are typically excellent at it, especially if you work with an agency that represents others in the medical aesthetics industry. • Practice Consultants and Advisors. Practice management and practice marketing consultants understand the needs of elective practices and can often help create content or provide referrals to writers who have experience within the industry. Choosing a Ghostwriter As you examine resumes, look for writers who have experience creating the type of content you are seeking. Writing a book and creating daily blog posts are two very different experiences. Ask candidates for samples of blogs, book chapters or speeches they have written for others. Ghost writers need to gather the material for the content they create. This may be done through interviews, dictation or email. Ask the candidates how much time they will need from you. Also, make sure you ask candidates how they go about capturing their clients' voices, spirits and ideas. You can ask your final two or three candidates to write a sample blog post based on a short interview. But do remember that this person is a professional, just like you. If you're asking for more than a 250-500 word sample, the writer should be paid for his or her time. Finally, if you're ready to hire the writer, you will need to determine how you will work together. Will there be short There are several avenues to finding a qualified ghostwriter who can position you as an expert in your field. understands your industry, and who makes you feel comfortable. Fortunately, there are ways to control the costs of creating frequently updated content. Controlling Costs When working in a very niche market, it is possible to use the same basic material in several platforms. Blog posts can be compiled to create longer articles and even downloadable eBooks. In addition, white papers or case studies can Make sure you ask candidates how they go about capturing their clients' voices, spirits and ideas. 20 JANUARY/FEBRUARY 2014 | MedEsthetics become "fodder" for a series of shorter blog posts. Each of these content items can then be promoted to the media through one or two page press releases. If you do not have the time or inclination to create your own written content, you can secure the services of your very own Cyrano de Bergerac: someone who will put your thoughts and insights into writing in ways that can and will enhance your global effort toward marketing, promotion and practice building. Cheryl Whitman is the CEO of Beautiful Forever, a national aesthetic business consulting firm that helps physicians develop new profit centers for practice growth. Contact her at cheryl@beautifulforever.com. © ISTOCKPHOTO.COM interviews conducted with you or can you provide other sources within your practice or dictation? Setting aside a certain amount of time weekly or monthly to work with your writer can help assure the timeliness of new content. Fact-checking and copy-editing should also be considered before the content goes public. Then comes the big question: What will these services cost? There is no one-size-fits-all pricing for professional ghostwriters. Some write by the hour, others charge a flat fee based on the project. The rates can be as low as $10-$15 per hour for an amateur writer to hundreds of dollars per page from an experienced and in-demand writer. In determining the best fit for your needs, you will want someone who