There’s a new project in town that promises to influence how your content performs in search and how your users experience and consume it. If you’re a healthcare marketer responsible for the search and experience side of digital strategy, you’re going to want to keep it on your radar. Early indications already suggest that it has the potential to reshape how you publish content to the web.
So what is this new project? It’s the new Accelerated Mobile Pages (AMP) project.
It’s no surprise that Google is a big promoter of HTTPS Everywhere. They’ve even promised a ranking boost to HTTPS URLs in search results. Of course, whether this ranking boost exists or not is the subject of much debate. Still, one thing is clear: Google is doubling down on HTTPS.
Marketing campaigns aren’t easy. In such a noisy world it takes a lot of energy, talent and persistence to even get noticed by the audience you want. More still to get them to your landing page. And once there, the last thing you want is for them to bounce right off because of simple-to-avoid mistakes. And yet that’s often exactly what happens.
While landing page optimization is both an art and a science, there’s no excuse to flub the basics. Let’s walk through a few common problems that are easy to spot and resolve.
There’s been a tremendous amount of interest amongst healthcare marketers recently around publishing physician ratings and reviews on physician profiles. And for good reason. When done right, organizations often see a number of benefits including an SEO boost, reduced reliance on paid promotion, more engagement with physician profiles and improved patient acquisition. I covered some of this in my previous blog post, and wrote about it more extensively in our new physician promotion ebook. In this post, however, I’d like to cover a few important aspects about physician ratings and reviews you may not think about immediately.
If you’re anticipating implementing physician ratings and reviews on your website, there are some things you need to make sure you have in place before you go live. Getting these things taken care of will ensure that your physician ratings and reviews are trusted by site visitors and provide tangible value to your organization.
An important part of creating an effective physician profile includes demonstrating the physician’s skill and expertise. It’s important because consumers look for and use this critical information as they engage in the process of selecting a physician. In our Physician Promotion eBook we outline a number of ways to effectively highlight your organization’s physician’s skills and expertise, but there’s one increasingly important way that deserves its own treatment: physician ratings and reviews.
From Amazon to Netflix and beyond, consumers are increasingly accustomed to seeing evaluations of the goods and services they shop for. Often these take the form of an iconic star rating system that’s become the Internet’s at-a-glance method of conveying user satisfaction (or other subjective measure) with the product at hand. But it’s not just for shoes and movies anymore. It’s also for your physicians.
As healthcare marketers, we often like to jump right to the tactics and bury ourselves in campaign work in the hopes that it will make a tangible difference. And sometimes it does. But more often than not, results are disappointingly modest, leaving us with the sense that we’re investing more and more just to maintain current performance.
Sometimes in our rush to do “stuff” or chase down the next great idea we lose focus of the fact that we’re choosing the work we do based on how clever it sounds and not by how it supports the patient journey.
With the recent release of VitalSite 8.0, we introduced Notes, a helpful new feature designed for the teams and individuals responsible for planning, creating and maintaining the content of hospital websites.
Because Notes are right next to the content they describe (but are visible only to administrators and never to the public), content teams can easily communicate with each other about the pages, panels, providers, services, locations or other VitalSite objects they work on and govern. If you’ve worked on websites for any amount of time, you know how helpful this type of capability can be.