Clinical Content Method

The below structure is not universal and depending on the condition, diagnosis and treatment paths may require other questions or different questions, but the questions below can act as a guide and possibly a basic gap analysis.

What is The Condition or problem?



  • 'your condition'


  • 'your condition' - description - what is 'your condition' or problem
  • 'your condition' - common terms - does the problem have common names
  • 'your condition' - who are at risk or who does the condition commonly affect
  • 'your condition' - anatomy - where & how does 'your condition' affect your anatomy
  • 'your condition' - causes - what are the causes of 'your condition'
  • 'your condition' - impact - how do the 'your condition' affect your health (eg: pain)
  • 'your condition' - symptoms - what signs or pathology is evident with a 'your condition'
  • 'your condition' - types - what ate the types of 'your condition'
  • 'your condition' - stages - what are the stages of 'your condition'
  • 'your condition' - diagnosis - what pre-treatment tests use to diagnose 'your condition'
  • 'your condition' - untreated - what are the consequences if not treated or why take action

How is the Condition Diagnosed?



  • your condition's 'diagnostic test'


  • 'diagnostic test' - about - name, description, summary, key - elements
  • 'diagnostic test' - overview, why has the Diagnostic Test been recommended
  • 'diagnostic test' - what conditions can the Diagnostic Test diagnose
  • 'diagnostic test' - what information can the Diagnostic Test show (stages, progression, metrics?)
  • 'diagnostic test' - what consequences are there if the suspected condition is undiagnosed
  • 'diagnostic test' - preparation for the Diagnostic Test  - what to bring, what to wear, how long etc
  • 'diagnostic test' - what to expect - what happens, what are the steps or stages
  • 'diagnostic test' - benefits eg: designed to help inform decision journey or treatment pathway
  • 'diagnostic test' - results  - how long and 
  • 'diagnostic test' - downtime  - answers lifestyle, recovery or off work duration
  • 'diagnostic test' - costs details or funding options
  • 'diagnostic test' - examples  - videos
  • 'diagnostic test' - other issues: research, links, videos, case studies etc

How Can the Condition Be Treated?



  • 'treatment 1'


  • 'treatment 1' - what is the solution offered? name and description
  • 'treatment 1' - why, overview specific approach for the condition
  • 'treatment 1' - outline features and benefits
  • 'treatment 1' - procedure - detail specific steps
  • 'treatment 1' - preparation - advise on any pre-surgery preparation
  • 'treatment 1' - post-op - describe the stages of recovery and care plan
  • 'treatment 1' - outcome - answers what the patient should expect
  • 'treatment 1' - downtime - answers lifestyle or off work duration
  • 'treatment 1' - prognosis - reviews likely outcome and risks
  • 'treatment 1' - costs details - costs and funding options
  • 'treatment 1' - other issues: research, links, videos, case studies etc
  • 'treatment 1' - what treatment options or alternative treatments are available

If an additional treatment or a range of treatments are available create another page for 'treatment 2' etc


Who are your target patients?

Other questions that need to be understood (not answered directly) when considering who you are speaking to via the content on your website:

  • How can you group your target audience (age, sex, geographic, socio-economic, billing)
  • What are their problems in common language?
  • How would you summarise your practice to your target patient?
  • What keywords would patients use to find a solution like yours?
  • What are your target patients greatest pain points?
  • What are your target patients most common irritations about other doctors like you?
  • What are you new patients 3 most common questions (more is better)?
  • What makes your offer special? How do you differentiate your service?
  • Why should a patient choose you?

The structural annotations below H1 and H2 refer to the content paragraph headings.