A couple of years back, I was asked to help my hometown, big city newspaper build a health and science section on its website—an ambitious project that included recruiting numerous health experts to blog. Researchers. Scientists. Professors. Lawyers. Patients. Doctors. Lots of doctors.
We were pretty excited when we managed to bring on board the team doctors from every major sports team in the city. But the excitement eased a bit when we slammed into a painful reality: Recruiting experts to blog is one challenge. Teaching them to produce readable—even compelling—blog entries is a whole different ballgame.
In the hope of saving you similar pain, here are some tips learned the hard way on how to coax strong content from doctors and other health providers: