Through good content, we spark interest, make ourselves known, generate trust, intimacy, credibility, and coherence. In the case of physicians, it helps to capture potential patients and achieve a closer relationship with current patients.
The digital world has forever changed the doctor-patient relationship. Doctors have gone from having passive patients to «google patients» – people who are always informed (sometimes poorly, but informed nonetheless), who come to the doctor's office to have the diagnosis they discovered on the internet confirmed, and who are much more aware of their rights than of their duties.