Media is everyone’s job. This is just one of the insights Bob Szafranski shared with a room full of attendees at this year’s SHSMD Annual Conference in Chicago. As a senior vice president at public relations powerhouse Edelman, he’s worked with numerous healthcare organizations to help them tell stories that get picked up by the media.
So what’s the secret to the perfect pitch? Here’s some tips of what to include in your news release:
- Data: Be able to back up what you’re saying. What’s new? What’s improved?
- Drama: You have to humanize and personalize the story. Be aware of privacy issues, but do your best to include a patient element.
- Dimension: Figure out if this is a local or national story and package accordingly. Remember, not every story is a national story but don’t underestimate the potential of your pitch. Many national news outlets have weekly or daily health reports or health sections online and they need content.
It can be hard to find the right doctor.
And let’s face it, people are pretty picky. Some care about gender. Others care about age. Some care about where the doctor went to school. Or if the doctor has a MD after his name or a DO.
And some care about all of the above.
So how do you help these picky health consumers in your community connect with one of your doctors? With an awesome online physician directory!
Content is one of the biggest pieces of a hospital’s website. It’s also one of the most overlooked.
If done well, your content will help you acquire new site visitors, educate your community, and persuade them to seek out your services.
If done poorly, your content can leave site visitors looking to your competitor for answers.
How do you take your content from weakness to asset? Geonetric’s Vice President Ben Dillon has the answers.
In his Ask the Expert column “How Do I Best Create Valuable Website Content?,” which appeared in the April 2013 issue of eHealthcare Strategy & Trends, Ben details how to use content to build awareness of your organization and encourage people to act.
Using best practice examples from heavy-hitting organizations like National Jewish Health and HCA’s Capital Division, Dillon showcases how to make sure your content achieves your online goals.
He even goes a step further and gives tips for making the most of third-party health content libraries and explains what to look for when hiring outside writers.
Check out the article and get started on the path to content excellence.
Wondering what kind of mobile website you should build?
I’ve got some news for you. You already have a mobile site. Whether you think about it as mobile or not, the site your hospital has right now is being accessed by smartphones and tablets.
What kind of experience are those site visitors having?
If you’re not sure, it’s time to make mobile a priority. You have two main options for presenting online content to your growing mobile market. The first option is to create a mobile-optimized site that is separate from your main website. The second option is to have one website built using responsive design, which allows it to adapt to different screen sizes.
Both options are better than not having any mobile-optimized presence; but choosing one path for your mobile future is important.
You’ve invested in social media. You have an active Twitter and Facebook account. Then it happens. The dreaded negative comment. What do you do?
Well, according to our own Ben Dillon and his SHSMD U co-presenter Dean Browell you respond. And quickly.
In their article “Debunking Five Social Media Myths” which appeared in the July/August issue of SHSMD’s Spectrum, they explain the key is to have a social media response policy in place so you don’t get caught up in the emotion of the moment. With a strong policy and an empowered social media team, you’ll be able to act quickly and resolve the issue.
And as a result you’ll actually strengthen your brand.
Here at Geonetric we’re big fans of Chris Bevolo’s book Joe Public Doesn’t Care About Your Hospital. So I was excited when Ben reached out to Chris in his article Embracing Wellness Online featured in the July/August 2012 issue of Healthcare Strategy Alert! In the article, Ben and Chris explain how too often what hospitals market is sick care not healthcare – and they discuss how much of an opportunity there is for marketing wellness.
The mobile landscape is changing fast. And I mean fast. New approaches will probably emerge before you even get done reading this blog post. Ok, maybe not that fast.
All teasing aside, it’s hard to know which way to go when it comes to mobile. Do you build a separate mobile site for your hospital? Should you look into this whole responsive design thing? And what about apps? Are they worth the time and resources to develop?
To do lists. We all have them. And we all have those projects that – although really cool – seem to get pushed farther and farther down the list.
At Geonetric, we came up with an inventive way to tackle some of those projects. It’s called innovation time, and roughly modeled after Google’s famous 20 percent time and Atlassian’s ShipIt Days. But like everything we adopt here, we Geo-fied it a little bit.
Innovation time gives each team a set amount of time every quarter to focus on whatever we want. Pretty cool, right? Here’s eight hours. Go innovate.
So off go the project managers to bring efficiency to a process in need. Off go the designers to set up a fun photo shoot. Off go the interactive marketers to make infographics. And then everyone shares their innovation time deliverables at a company meeting and we all ohhh! and ahhh!
One of the best parts about innovation time is that cross-department collaboration is encouraged. I’m all for breaking down silos, so when I was invited to join our content strategists and content writers for their innovation time I said sign me up. And I’m so glad I did.
I think we’re kindred spirits because at our core, we’re all writers. But at the same time it’s a little like Jane Austen having lunch with Kurt Vonnegut. Content strategy and MarCom – where my background is – isn’t the same. We’re both all about engaging the reader and bringing order to the printed page… but while they’re talking content audits, I’m thinking about the benefits and features of content audits.