Do You Need a Microsite?

Crozer Keystone Healthplex Homepage Navigation

It’s often difficult for healthcare marketers to use their main website to accomplish a specific goal. If you want to target a certain audience or promote a facility or service with deeper content, the parent site may not offer the best solution.

And that’s when marketers turn to microsites. Microsites allow you to deviate from standards set by your organization’s website. You can control the navigation, design and message on a microsite. So no wonder, they’re a popular tool. But microsites don’t always offer the best solution either.

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How to Evaluate Your Hospital Website

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Health consumers are online. They are researching conditions, looking for doctors and scheduling appointments. Your hospital’s website is the most powerful tool you have for converting those online health consumers into patients.

If your website isn’t performing optimally, it can hurt your brand and send potential patients to competitors’ sites to get their questions answered. Even if you know your website needs attention, it’s not always easy to know where to focus your limited time.

That’s why we developed this helpful 10-point checklist. It gives you a roadmap to use when evaluating your hospital site, complete with actionable tips to make your site more effective.

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Pricing Transparency Comes to Healthcare

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Nearly every meeting I’ve had with our clients’ executive teams in the past year has included the phrase “pricing transparency.” Everyone sees it coming but, but very few really know how to move forward.

It was with this in mind that I attended David Marlowe’s Healthcare Marketing and Physician Strategies Summit session on pricing transparency.

Marlowe reiterated that like so many trends in healthcare, our customers are driving us forward and healthcare organizations are fighting to catch up. Consider these stats:

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What Facebook’s Latest Announcements Mean to You

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Our friends at Facebook are at it again. And by “it”, we mean shaking up the social world as only they can!

Actually, the changes aren’t too bad this time around, but they did announce some news recently that your healthcare organization may want to utilize in your own Facebook strategy.

Let’s take a quick look at the highlights.

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Is Live Video Streaming the Right Social Tool for Your Hospital?

tablet streaming a video

It’s hard to ignore the latest Internet sensations sweeping across the Web. First there was Meerkat and it’s quick rise to — and even faster fall from — popularity. Then there was Periscope, which became a smash hit and all but made Meerkat a joke.

Regardless of the rivalry, the real conversation is around these live video streaming tools for the Twitter platform and if they make sense to add to your hospital’s social media tool set.

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How do you measure the ROI of your digital investments? We want to know.

Photo of a computer keyboard with a red ROI key where Enter normally is.Your website is one of the most important marketing tools for delivering new patients to your hospital. It helps you promote your services, share patient stories, and highlight what makes you different than the competitor down the road. But most importantly, your website gives you the opportunity to directly convert visitors into patients. And it gives you access to the metrics that tell where you’re most successful.
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From Schema.org Markup to Duplicate Content: Followup Questions From Our Recent SEO Webinar

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Our latest SEO webinar for healthcare marketers provided some insights into what your SEO strategy should look like for 2015 and beyond. We had many great questions during the presentation and just didn’t have the time to get to all of them. Because of that, I wanted to follow up and answer them here.
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Questions from the Top Three Digital Marketing Trends to Watch Webinar

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At the end of January, I had a chance to share the top three trends to focus on in health care digital marketing for 2015. If you missed it, please feel free to download the session or watch the video. I answered some great questions, but there were certainly more I couldn’t get to within the hour. So let’s answer them now!
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Why Context Matters in Building Effective Website Search

Search Box on Chalk Board

Picture it: you’re on a website. You’re looking for a specific piece of information and you’re in a hurry. After looking at the navigation it isn’t clear where the information is. What are you supposed to do? You look around and there, you see it, the solution to all your problems: the search box, of course! You type in your request and press the submit button.

Behind the scenes an entire world of logic, computer processing power, and data spins to life to read your mind and deliver exactly the piece of information you’re looking for. If you misspell a word, it guesses the correct word. If the target of your search is a difficult or unusually spelled word, it uses a phoneme dictionary to identify similar sounding words or names. Search is one of the most complex and data intensive parts of any website. The denser the data, the harder the challenge to identify what the user means — not just what they say — and providing results that satisfy that need.

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Physician-Seeking Behavior: Is Your Website Up To Snuff?

Illustration of a person looking a doctor beneath a magnifying glass.


With the year over and the 2014 holiday season behind us, the trend is clear: Year over year, the number of consumers who shop online for the holidays has increased.1  But it’s not just about the holidays… The fact is, more and more people are shopping online all year long, for all sorts of things.2 And the experts agree that this trend will continue.

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Time for Healthcare Marketers to Leverage Call To Action Buttons on Facebook

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Back in December Facebook announced a new feature coming to business pages: call to action (CTA) buttons. These buttons live next to a page’s Like button in the banner image to the right of the square profile photo. This prominent spot increases the likelihood of being seen by a visitor to a Facebook page and hopefully encourages conversions – if implemented correctly.

But which CTA should you implement on your healthcare organization’s Facebook page and how do you go about implementing it to optimize conversions?

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Chipping Away At The Hoard: Knowing Your Content

Organized Shelves

On Sunday afternoon, while my husband hunkers down in his man cave for an afternoon of football, I find myself at peak homeowner performance: Cleaning, fixing, and organizing.

There’s something satisfying for me when I pull out all the contents of a drawer or closet, decide what I need to keep and what I can donate to the local resale stores. It feels like a job well done: The clutter is out and sanity in my space is restored.

That’s probably why I enjoy being a content strategist.
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Connect CRM and the Web for Smarter Marketing

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More aggressive outbound marketing. Personalized communications. Cultivating long-term relationships. As we look to trends for digital marketers in healthcare in 2015, one of the big ones is the rise of CRM. This is the impetus behind our new partnership with Tea Leaves Health alongside our work with other healthcare CRM vendors.

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Humanizing Doctors: How to Effectively Promote Physicians Online

PIH Health Dr. Gray

As a health consumer, connecting with a doctor is important. You want to feel like that person is your partner in health and someone you can have honest, candid conversations with.

As a healthcare marketer, helping health consumers make that connection with a doctor is important – but far from easy! And doing it on a website can be even more difficult. How do you showcase a doctor’s personality online in an authentic way? They key is to humanize the doctor.

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How Doctors Can Help with Online Physician Promotion

physician-promotion-QA2In our recent webinar, Online Physician Promotion: Increasing Conversions to Fill Schedules one attendee asked an interesting question from the point of view we don’t always get – from the provider. Let’s take a look at the question and how doctors play an important role in their own online promotion.

“If you are a physician, what can you do if your institution is not really helpful in promoting you and just has a static page that no one really checks?”

For starters, don’t make any assumptions. The provider relations team or the Web team should be able to share how much traffic a doctor’s profile gets and what typical providers in the organization get in general. It’s probably more than you think! Continue reading