They Might Be Giants, But You Should Blog, Too

Jacqueline Fellows, for HealthLeaders Media , July 31, 2013

3. Signature Moms. This blog, maintained by Signature Healthcare, a hospital and multi-specialty medical group based in Brockton, MA, looks different from the other blogs on this list (and other lists of top hospital blogs) because it is written by and for a singular audience – moms. Developed in 2011 as a way to create a sense of community for moms who delivered and/or received care at Signature Healthcare, the blog reaches one of the most sought after demographics, particularly in healthcare where women are the primary decision makers.

I also include this blog on my list because Signature Healthcare is a relatively small hospital and medical group compared to the previous Texas giants, showing that organizations willing to be creative can achieve what bigger budgets do. To help make sure the content on the Signature Moms blog is fresh, the hospital holds a yearly contest online for local blog contributors. There are currently eight bloggers, and their only prize, besides achieving fame as a published mommy blogger, is $200. The alternating voices from Signature Healthcare's service area achieve the same community feel that other popular mommy blogs do.

It doesn't feel like a cheap advertisement for their labor and delivery services because the posts that the bloggers write are about them, and their personal experiences with their children. Sometimes the posts are about healthcare, but more often they are about the daily lives of moms and their kids. Lest you think the blog is great, but too small to care about, it recently surpassed 100,000 views and 2,500 subscribers.

The low-cost and low-risk of developing and maintaining a blog could be the best investment you haven't made yet.

Jacqueline Fellows is an editor for HealthLeaders Media.
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