Every practice has been told to blog. Very few sustain it, and the ones that try usually produce a handful of posts, lose momentum, and leave a page whose most recent entry is dated two years ago, which is worse than having none.
The premise is wrong. Regular publishing is one way to build search visibility, and for a clinician with a full list it is the least practical one.
Write the answers you already give
You answer the same questions every week. Not vague ones, specific ones. What the preparation for this scan involves. Whether a child with this presentation needs to be seen today. What the difference is between two tests patients confuse. Whether an HMO covers a particular procedure.
Each of those is a page. They are searched for, they are answerable in a few hundred words, and you already know the answer well enough to dictate it. There is no research phase.
Ten of those, written once, will outperform a blog updated erratically for a year.
Dictate rather than write
The barrier is usually not knowledge, it is the blank page. Talk the answer into a voice recorder as if explaining it to a patient, have it transcribed, then edit. The result is usually clearer than what the same person would have typed, because it keeps the plain register clinicians naturally use with patients.
Improve pages you have before adding new ones
A thin service page that already attracts some traffic will usually reward expansion more than a brand new page will reward creation. Adding preparation instructions, costs, and genuine questions to an existing page is faster than starting from nothing and it builds on ground you already hold.
Publish the practical documents
Things patients ask for repeatedly: post-procedure care instructions, what to bring to a first appointment, how to prepare a child for a blood test, how to read your results letter. These are useful, they get shared, and they are the kind of page other sites link to.
If you do publish regularly, do it slowly
One genuinely good piece a month, sustained, beats four a month for two months and then nothing. Set a cadence you can hold through a busy period, because the busy period is the test.
Date things honestly
Show when a page was last reviewed, and actually review it. Clinical guidance changes, prices change, services change. A page marked as reviewed this year, and accurate, is worth more to both patients and search engines than a longer page that has quietly gone stale.
The practices that win at this are rarely the ones producing the most. They are the ones whose twenty pages are all genuinely useful and all still true.