The front door to your healthcare organization is not your flagship hospital. It’s not your emergency room or your wellness center. It’s not your most well-known community event. Your front door—the place most of your patients first and most regularly experience your brand—is your primary care practices.
Your primary care practices tell your patients who you are. They display your logo, advertise your network and demonstrate your brand values. They make referrals to other specialists in your organization. From your primary care practices, all roads lead directly into your network.
Why not create the same experience online? Why not coordinate the efforts, messages, and visual designs across not only your hospitals, but also your medical groups? Why not make those same connections on the Web that your physicians are already making in real life?
Adding a health library on your website is an investment. But if it’s leveraged well and properly integrated into your website content, it can be a very powerful tool that acquires patients and provides a positive return on your investment.
The key is to make sure visitors are able to find your health library content at the exact moment that they want it.
My experience at Confab 2012 (The Content Strategy Conference) this past week was filled with informative back-to-back sessions, tweets flying back and forth at supersonic speeds, and extremely insightful conversations with other content strategists. As Kristina Halvorson, the CEO of Brain Traffic and founder of Confab, put it: “These are your people!”
My week started with an all-day content strategy workshop that really validated Geonetric’s content processes and illustrated that other people have the same successes and roadblocks I have when it comes to managing content. The session definitely reminded me that if my job was easy, I wouldn’t be walking through our front door morning after morning. I truly love what I do at Geonetric every day.
I must say I am very impressed with the effort put forth at this conference by Brain Traffic. I was humbled to be learning from, talking with, and in the presence of superstars in this evolving industry. And I’m so grateful Geonetric invests in their employees and encourages us to attend conferences like Confab.