When you have great doctors, you like to show them off.
Wheaton Franciscan Healthcare in Southeast Wisconsin has great doctors but was concerned about the lack of provider reviews on external sites like Healthgrades and Vitals. In their experience, only a handful of their doctors had profiles with ratings and reviews on those sites, some of which weren’t reflective of the quality of care being provided, and none of the providers had enough feedback to be statistically significant.
In addition, Wheaton Franciscan’s marketing team knew consumers were using ratings and reviews as a decision support tool both inside and outside healthcare. And they know that with changes in healthcare reform, those consumers will only become more active in decision making as they are asked to cover more and more of their own healthcare expenditures.
For Wheaton Franciscan, these two issues made launching their own provider ratings and reviews more important than ever. They partnered with Geonetric, their digital marketing agency, to make it happen.
Tying your hospital’s organizational goals to web goals can be difficult just in theory. It’s even harder to do in real life. Setting up conversion funnels, tracking ROI, pulling data out of your CMS platform and into your CRM, working with other stakeholders to track new patients into the system, etc. It truly takes a village to get to real ROI.
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.