How to Optimize Your Health System’s Brand for Local Search

How to Optimize for Local Search
Establishing an effective SEO strategy in today’s mobile age requires you to include local search efforts. According to Google, more searches take place on smartphones than computers – and combine that stat with the fact mobile users expect information returned or presented to be localized. Mobile users also expect the information returned to be accurate. But that’s not always the case – which frustrates searchers and healthcare marketers alike.

It’s time for you to take control of your local listings and get on the path to optimizing your organization for local search. We’re here to help show you how.

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Make Your Website More Accessible to All Visitors

Have you ever wondered how people who are blind use a computer and the internet? What about people that don’t have use of their arms? Ever stop to think of how people who are deaf are impacted by online videos and audio? Even common conditions like colorblindness, dyslexia, or ailments brought about by aging change how people interact with websites.

As a healthcare marketer, it’s important to ensure you’re providing the best user experience possible to all your site visitors. Here’s just some of the reasons you should pay attention to your site’s accessibility practices.
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How The Beatles Can Inspire Your Content Strategy

beatles_nesting_dolls

My fellow Geonetric peeps know: I’m a die-hard fan of The Beatles. My Iowa license plate is PNYLANE. My desk is littered with the Fab Four.

These four young guys from Liverpool exploded onto the international stage in the early 60s and – armed with a unique sound and flair for fashion – changed the world in a mere decade.

But as I think about how extraordinary my favorite band has been in changing music and pop culture, I thought (nerdily) “How can the Beatles inspire content strategy?”
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Choosing The Right CMS In An Evolving Marketing Landscape

Criteria for choosing a CMS
Choosing the right content management system (CMS) for your success is as important as choosing the right partner, but it seems that with each passing day, the decision gets more and more complex.

Depending on your specific situation you may have internal politics to navigate, and balancing the disparate agendas and opinions within your organization can be no small task. Whether it’s an IT group eager to showcase their capabilities to the rest of the organization, the opinions of influential stakeholders in the C-Suite, or even your very own board of directors, internal stakeholders can easily turn a decision quagmire into a minefield.
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Patient-focused microsite promotes Altru Advanced Orthopedics

Altru Advanced Orthopedics
Altru Health System’s orthopedics clinic was going through some changes. The growing service line was moving to a new facility and underwent a brand change – including getting a new name, Altru Advanced Orthopedics.

It was the perfect time to build a new microsite. Continue reading

How to Minimize SEO Impact During a Site Redesign or Domain Change

Google search page
Redesigning your website is an exciting process. It usually means you’re making active efforts to improve your site’s user experience and how your organization is represented on the web. You could say something similar about establishing a domain name change—that you’re on the path to a powerful new rebrand for your organization that better represents who you are and what you provide.

But there are scary elements to both of those processes—side effects that might make you squeamish about going through one of them—such as drops in your organic search rankings, broken links, a loss of domain authority or confused users.

Fear not. There are steps you can take to reduce the blowback from these big changes and help mitigate any SEO damage they may cause.

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Redesigning Your Healthcare Website: 5 Things to Consider

Image Showing 5 considerations for redesigning a healthcare website

It’s time to redesign you website. Maybe this has been a long time coming, or maybe the decision was made recently and excitement in the air has driven the need for fast turnaround. No matter what your reason, redesigning your organization’s website is a big undertaking and it’s helpful to consider a few important pieces before you begin.

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How Altru built a responsive intranet from the ground up

Altrulink, Responsive intranet

Altru Health System (Altru) needed a new intranet. Specifically it needed a responsive one. The Grand Forks, ND-based health system employs more than 4,000 individuals, many of whom need to access information from mobile devices.

But the intranet redesign team knew they faced challenges in making their dream intranet a reality – particularly around having the dedicated resources to develop a new intranet from scratch. That’s why the organization partnered with its digital agency Geonetric to bring AltruLink to life.
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Wheaton Franciscan Healthcare Launches Online Physician Ratings and Reviews

Geonetric Online Physician Ratings and Reviews

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.
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Make ROI the Way Your Healthcare Marketing Team Operates

moneyball2

It was Wednesday morning, the last day of SHSMD 2015. It may have been the timing, but the 8:30 a.m. session summed up the entire conference for me: ROI should not be an afterthought or a proof check at the end of the campaign, quarter, or year. It should be the way your team, and even your organization, operates.

In the session, John Marazone and Simon Yohe, both of Orlando Health’s marketing team, talked through their journey of moving from a cost center to revenue generator. And although they admit they’re not done, they are in their second year of a well-planned execution with interesting insights to report.

Marazone began the story when an interim CEO took over Orlando Health two years ago and promised the marketing department no increase in budget, but the trust and leeway to do what they do well. As fans of the ‘moneyball’ philosophy in baseball, John’s team believed the only way they could improve was to implement accountability. Their guiding principles are as follows:

  • Healthcare marketing has to be accountable
  • Shift to a more integrated digital, social, mobile multi-channel marketing strategy
  • Align physician outreach with consumer marketing
  • Precision marketing – using data to engage both current and future patients

The Importance of CRM & Finance

An important part of making this transformation included limiting untraceable spending. Advertising spending is shifting from traditional to digital channels. The organization’s CRM has become the central point for the marketing team, and is admittedly the most valuable tool.

Another key part of success for Orlando Health was engaging other departments in the organization, most importantly finance. Bringing finance into the fold helped the marketing team create corporate-wide approved ROI formulas.

And since then, every campaign has had an understood need, baseline numbers (including revenue and cost), and an execution plan All campaigns include downstream revenue tracking. All campaigns have lead generation as part of the strategy. So far, all campaigns have met their goals.

Impressive Results

Although still early in the transformation, Marazone and his team are reporting impressive numbers. From FY ’14 to FY ’15, the team has recorded a 200% increase in landing page unique visitors, a 100% increase in web-based appointment requests, and a 317% increase in marketing campaign call center volume.

Overall, since making the move Orlando Health’s marketing team has tracked $17 million in gross charges and $4 million in net revenue.

Talk about impressive. And those numbers are even more amazing if you stop and recall they successfully made this shift without a budget increase.

The Takeaway

A lot of Orlando Health’s success hinged on the fact they realized driving traffic to digital spaces was critical, and that they agreed on the outset that the only real way to say with certainty that a campaign succeeded or failed was with data.

These are conversations we have every day with our clients, and it’s refreshing to see so many healthcare marketers embrace digital and the improved tracking capabilities it offers. If you’d like to talk to a partner that isn’t scared of ROI, contact us. We love to help our clients prove the value of marketing campaigns and digital efforts.

Web Content Strategy for Medical Groups

CHMG

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

Google-my-business

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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