Web Content Strategy for Medical Groups


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?
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Google My Business Q&A for Healthcare Marketers


A few months ago, Google separated Google Places for Business and Google+ pages. Google replaced Google Places for Business with Google My Business, helping businesses get found regardless of whether consumers are using Google Search, Google Maps or Google+.

Here’s answers to some of the most common questions we’ve heard from healthcare marketers about the change and what it means for their hospitals.
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Secure Your Hard Hat: Let’s Talk Page Architecture

Blueprint of a page
Good content strategy is more than words on a page. Consider a blueprint when you start planning a page of your site. Who is your audience? What is the main message of this page? What should a reader do next?

From there, think about the layout of the page. Page architecture is the support for what you want the content to say.
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Four Reasons Healthcare Marketers Can’t Ignore Google My Business

Image of buildings with Google map icon

Imagine that you’re on a business trip in a different state. After arriving in this foreign town, you begin to feel under the weather. What do you do? Most likely, you take out your smartphone and begin searching for “urgent cares.”

Immediately Google displays results of local urgent cares. The closest urgent care that appears in the search results is half an hour away. You think that seems pretty far away, but end up biting the bullet and head to what you hope is relief.

Now what if you, as a healthcare marketer, know that in reality the closest urgent care to that person is only 10 minutes away – but you just haven’t had time to create a listing yet.

As both a provider of healthcare and a marketer of healthcare, it’s frustrating to miss that opportunity.

Now, maybe you’re thinking: “But the locals, the ones who actually live in my community and are the main consumers of our health services, know where our facilities are.” But what if those locals do a Google search for your urgent care and you appear, but your phone number is wrong? Now you have a local health consumer that is frustrated with your service and might go to a competitor.

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Build an Engaging Intranet, Not a Filing Cabinet

Picture of Filing Cabinet

It’s tempting to put everything and anything in your intranet. After all, if it doesn’t belong on the website, there’s only one place it could go, right?

Wrong. An intranet, like your external website, has a very specific audience and purpose. But it’s easy to fall into the trap of having your intranet be an online filing cabinet, where every department stores every bit of information.

To make sure your intranet stays valuable, here are a few tips to guide you when building or redesigning your intranet.
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Five Ways To Increase Email Open Rates

Emails displayed on phone and desktop
One of the leading metrics of email marketing is the “open rate,” and email marketers inevitably obsess over it. While it’s essential to know the open rates for your campaigns, it’s also important to understand that open rates can vary tremendously by industry, markets, lists and sometimes even seasons. So when you evaluate your open rates, understand that there isn’t an “applies to all” rate against which you can evaluate your performance.

So how do you evaluate your work?
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Web Content Accessibility Guideline 1.2

Accessibilibuddies Tips. Reach millions more people by including captions for videos and transcripts for audio.

Provide Alternatives for Time-based Media

Time-based media is prerecorded or live audio-only, video-only or both together as synchronized media. Providing alternatives for these media types will enable millions of people who are deaf or hard of hearing to benefit from the content within your media. It also helps people who need to access the media but are in a quiet public space with no headphones. Plus it gives a way for people on devices with too low of bandwidth to play the media to still read the content. When you provide text transcripts, search engines will index the content making it searchable by all.
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Web Content Accessibility Guideline 1.1

Accessibilibuddy Tips. Universal access to information on the web regardless of disability is an essential right.

The beauty of the web is in its flexibility to transform to meet individuals’ needs. But it takes due diligence on our part as developers and content editors to make sure that content is provided in a way that assistive technologies can use to present the information in different ways. If done properly, this ensures that all information you provide on the web is available to everyone regardless of physical, cognitive, or technological limitations.
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Five Steps to Creating Content that Converts

Image of the title and a vintage typewriter
From a marketer’s perspective, good Web content does two things:

First, it helps people find you. Google and other search engines rank only pages with valuable, relevant, high-quality content.

Then, it drives action. Or, in Web speak, it converts. It turns your site visitors into patients, donors, job applicants — or whatever else fits your specific goals.

The benefits of good content are clear. But what is good content? How do you know what to include?  Where do you start?
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Opening the Floor: Interviewing Your Internal and External Stakeholders

Tips for Interviewing

A witty (but honest) person once said, “Opinions are like bellybuttons: Everybody’s got one.” It’s true, and your organization has a lot of folks with bellybuttons – your patients, your C-suite, and everyone in-between.

Asking these stakeholders about their experience on your organization’s website is an important piece in any redesign. Understanding their opinions about what works on the current site, what doesn’t, and even what a successful redesign would mean to them is important for understanding their opinions and creating a great user experience.

But talking to stakeholders isn’t something you can only do once. It’s something you should do regularly as you continue to maintain your Web presence.
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Tell Your Web Story Using Data

The case for data-driven decision making

The day has finally come to roll out your new marketing campaign. As a marketer or webmaster, you’re feeling great. You have created both online and offline tactics and you’re driving traffic to a landing page that’s clean, to-the-point and ready to convert site visitors into patients.

One small detail remains: How will you track your efforts and report on the success of your campaign?

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Top 10 Takeaways from Confab Central 2015


I love learning and talking about content strategy. And writing. And editing. Oh, and style guides. Man, do I love a good style guide. Seriously. It totally pumps me up.

Luckily, at Geonetric, I’m surrounded by people who feel the same way. And just last week, four of us braved Midwestern road construction season and drove north to Minneapolis for Confab Central 2015, a content strategy conference.

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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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