I think the article “Who’s Who in Your Doctor’s Office” in AARP Magazine is 
onto a good thing, using a concept that could be useful for us blog content writers.

“Back in the day, there were doctors and nurses,” AARP authors Sarah Barchus and Cady
Sagon explain. “Now a plethora of health care professionals may be caring for you. Here’s how
to keep them straight. .. ”

There follows a detailed description of what each professional wears (the length of the white
coat differentiates a physician’s assistant from a medical student, while technicians wear
scrubs), the level of education required for each position, and what each professional actually
does.

The tone of this article – well, I found it quite reassuring. As a consumer, I must say, it made me
feel “armed” with understanding.

That’s precisely the feeling tone I think every professional practice or business would like to
communicate to customers and clients, and one way to do that might be through writing “Who’s
Who in our business/our office/our industry” blog posts. Apart from the typical “Our Team”
landing page on your website, which introduces people by name with a brief bio, the “Who’s
Who” would focus on the function each position serves.

“Analytics and data give us all sorts of insiqhts into what our customers want from our business. But
sometimes … don’t you wish you could get an answer straight from your customers?” asks
KISSmetrics .. Why are people using one feature three times as often as another? What causes
customers to use your product less frequently (and eventually stop altogether)? When we match
customer feedback to what we’re seeing in our analytics, we get a much clearer picture of what’s
going on. Then we’ll know how to fix problems and go after the right opportunities, KISSmetrics
observes.

After dealing with Say It For You client companies representing dozens of different industries and
categories, I discovered that the feedback “loop” begins with customers knowing what to expect from each
department or each professional in the companies or practices with whom they’re doing business.

Helping your customers understand “Who’s Who”, I explain to blogging clients, will go a long, long way towards putting people at ease with your products and services.  Over time, you’ll be arming your readers with information!