Picture this: You’ve just finished crafting what you think is a compelling communication about your organization’s innovative approach to chronic care management. You send it to your clinical SME for review, and what comes back looks like a medical journal article—complete with citations and enough technical jargon to make your head spin. Sound familiar?
As healthcare marketers, we’ve all been there. Working with subject matter experts (SMEs) is both essential and challenging. Their expertise is pure gold when it comes to building trust with audiences but transforming that clinical knowledge into engaging content can sometimes feel like trying to translate ancient hieroglyphics.
But here’s the good news: it doesn’t have to be this way. Creating content with SMEs can be efficient and effective—when you have the right approach.
The truth about healthcare SMEs
First things first: let’s talk about what makes healthcare SMEs tick. Take that physician who never responds to your emails. They’re likely seeing 20+ patients a day, handling emergency consults and trying to keep up with the latest research in the field. That researcher who sends back essays instead of quick quotes? They’re passionate about accuracy and making sure nothing gets oversimplified. This reality creates some common friction points in marketer-SME relationships. You need quick turnaround on content reviews; they need time for thorough analysis. You want engaging, conversational language; they prioritize clinical accuracy and technical precision. You’re thinking about SEO and engagement metrics; they’re thinking about peer credibility and liability concerns.
Traditional content creation processes often fail in this environment. The standard “draft-review-revise” cycle can stretch into weeks or months as drafts bounce back and forth between marketing and clinical teams. SMEs can get frustrated by what they see as oversimplification, while marketers aim to create content that isn’t too technical for their target audience.
But here’s where the opportunity lies: When you understand and adapt to your SMEs’ world, you can transform these challenges into advantages. That intense focus on accuracy builds credibility with your audience. Their technical expertise differentiates your content from competitors. Their patient care experience provides authentic stories that resonate with readers.
Think of it this way: Your SMEs aren’t obstacles to creating great content—they’re your secret weapon for creating content that actually matters to your audience. The challenge isn’t getting them to participate in your content process; it’s creating a process that works with their reality while leveraging their expertise effectively.
The heart of collaboration
The most successful healthcare marketing teams understand that working with SMEs isn’t about managing approvals—it’s about building relationships. When you invest time in understanding their world, speaking their language and demonstrating respect for their expertise, SMEs become powerful allies in creating meaningful connections with your audience.
Transforming technical expertise into compelling content
Finding a balance in language is where the magic happens—turning complex clinical information into content that resonates with your audience.
Whether you’re writing for patients or healthcare executives, the principle remains the same: maintain accuracy while improving accessibility.
Pro tip: Help busy clinicians quickly recognize the value of easy-to-comprehend information by framing interview questions from their patient’s perspective. Ask: “Dr. Smith, if you had just five minutes to explain this procedure to a patient, what would you want them to know?” You’ll often get the most quotable content from this simple question.
Building a sustainable SME program
Success with one SME is great, but creating a sustainable program that scales across your organization is even better. Start by measuring and showcasing your wins.
Building a network of engaged SMEs takes time, but the payoff is worth it. Start small with a few enthusiastic experts and let their success attract others. Consider creating an SME advisory board for your marketing team—it can help streamline approvals and generate new content ideas.
Remember to recognize your SMEs’ contributions. Share metrics on how their content is performing, feature them in social media spotlights and keep them informed about how their expertise is helping achieve organizational goals.
Looking ahead
Creating great healthcare content isn’t about choosing between clinical accuracy and engagement—it’s about bringing them together through strong SME partnerships. Start with understanding your experts’ perspectives, focus on efficient collaboration and consistently demonstrate the value of their input.
Ready to transform your SME relationships? Start small. Initiate a working relationship with one SME to support your next content piece. Go into the conversation with building trust and fostering collaboration top of mind. You might be surprised at how responsive your SMEs can be when they see a clear path to effective collaboration.
The most effective healthcare marketing combines authentic expertise with compelling storytelling. Your SMEs hold the expertise—and now you have the tools to transform it into content that builds lasting trust with your audience.
