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

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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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How to Evaluate Your Hospital Website

clipboard with checklist
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

social media images icons

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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