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'

H2 + H1

  • Description - what is 'your condition' or problem

  • Common terms - does the problem have common names

  • Who are at risk or who does the condition commonly affect

  • Anatomy - where & how does 'your condition' affect your anatomy

  • Causes - what are the causes of 'your condition'

  • Impact - how do the 'your condition' affect your health (eg: pain)

  • Symptoms - what signs or pathology is evident with a 'your condition'

  • Types - what are the types of 'your condition

  • Stages - what are the stages of 'your condition'

  • Diagnosis - what pre-treatment tests use to diagnose 'your condition'

  • Untreated - what are the consequences if not treated or why take action


How is the Condition Diagnosed?



  • your condition's 'diagnostic test'

H2 + H1

  • About - name, alternate names, description, summary, key - elements

  • Overview, why has the Diagnostic Test been recommended

  • What conditions can the Diagnostic Test diagnose

  • What information can the Diagnostic Test show (stages, progression, metrics?)

  • What consequences are there if the suspected condition is undiagnosed

  • Preparation for the Diagnostic Test - what to bring, what to wear, how long etc

  • What to expect - what happens, what are the steps or stages

  • Benefits eg: designed to help inform decision journey or treatment pathway

  • Results - how long and

  • Downtime - answers lifestyle, recovery or off work duration

  • Costs details or funding options

  • Examples - videos

  • Other issues: research, links, videos, case studies etc


How Can the Condition Be Treated?



  • 'treatment 1'

H2 + H1

  • What is the solution offered? name, alternate names and description

  • Why, advantages, outline features and benefits

  • Types of Treatments (sub types)

  • Overview specific approach for the condition

  • Procedure - detail specific steps

  • Preparation - advise on any pre-surgery preparation

  • Post-op - describe the stages of recovery and care plan

  • Outcome - answers what the patient should expect

  • Downtime - answers lifestyle or off work duration

  • Prognosis - reviews likely outcome and risks

  • Costs details - costs and funding options

  • Other issues: research, links, videos, case studies etc

  • 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.