What It Takes to Write a Great Case Study

July 1, 2015
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Aside from your homepage and About Us page, the Case Study section of any website is most likely the page (or pages) that gets the most traffic.

In the world of healthcare, your Case Study section could be the page that ultimately sways a potential patient. Why? Health is very personal, and choosing a physician or facility can be an extremely tough decision. Prospects need you to demonstrate how your facility can successfully satisfy a patient’s needs.

Aside from your homepage and About Us page, the Case Study section of any website is most likely the page (or pages) that gets the most traffic.

In the world of healthcare, your Case Study section could be the page that ultimately sways a potential patient. Why? Health is very personal, and choosing a physician or facility can be an extremely tough decision. Prospects need you to demonstrate how your facility can successfully satisfy a patient’s needs.

To do this, your case studies need to be both well written and well thought out. A healthcare case study shouldn’t just be about the initial experience but also the long-term effects that resulted from that initial experience.

Here are a few tips to keep in mind when writing a case study for your healthcare website:

Use Real Data

People like to see numbers and authentic data. If they can relate to that data, there is a good chance you will be able to win them over. For example: If a certain treatment resulted in a person’s blood pressure and cholesterol going down significantly, be sure to include those results.

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Paint a Picture of That Data

Humans are visual people and can respond much faster and accurately when seeing a graphic, photo or chart instead of just text alone. Charts, graphs and other visual aids are crucial to making your point.

Humanize the Results – and Back Them Up With Facts

Remember, regular people are going to be reading these case studies – not doctors or others in the medical field. Not only should your case study be understandable, but it should also include a human element. This will help ensure an emotional connection and make the study much more relatable.

You should also try to get actual quotes and even a photo of the person or people discussed in the study. Of course, always remember to get consent and permission ahead of time before anything is posted and published.

Case studies can become a very powerful marketing tool and shouldn’t be neglected or overlooked. For assistance in writing the perfect one for your facility, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.

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