Why and how to use humor in your online health care marketing

A lighthearted approach can engage your community and put jittery patients at ease. To strike the right balance, follow these guidelines.

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The ancient Greek physician, philosopher and naturalist Hippocrates once said, “Use wit in your dealings with patients because dourness is repulsive both to the healthy and the sick.”

No one wants to be called dour, especially your medical organization.

Medical organizations are impersonal. That’s what most think, no?

Humor can have its place in medicine, both bedside from the provider and online from the medical marketer, with appropriate context and prudent timing. Wit can convey caring, encourage online interaction with your brand, and ease a patient’s preconceived notions. Used appropriately, it can create an affinity between patient and organization and can develop rapport, while maintaining the integrity of the organization.

Here are a few guidelines for incorporating humor in your online marketing:

Go for mild. You don’t have to dig deep or dirty to strike comedic gold. Simple jokes, cartoons and plays on words will get reaction from your audience. People like “humerus” content.

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