Trinity Mother Frances Spotlights Physicians With New Launch

Trinity Mother Frances Hospital Web Team

What makes a great hospital or health system? The amenities? The number of happy patients? What about the people who represent the brand – your doctors and providers?

Trinity Mother Frances needed a more organized Web presence that accurately represented their superb quality of care, growing roster of employed and affiliated providers, and its vast locations throughout their area. A responsive website was a necessity, too, in order to accommodate the growing number of mobile device users in the East Texas region.

Trinity Mother Frances and Geonetric paired up to create a fresh, spacious design that tells their story as a historic health care provider in East Texas while highlighting their many physicians and providers, and award-winning care and treatment.

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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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Geonetric’s Top Five Webinars, Blog Posts, and Tweets of 2014

goodbye 2014 text on torn cloth and brick wall

Every year we compile our top five most popular webinars, blog posts and tweets to see what resonated with healthcare marketers. This year’s hottest topics included search engine optimization, filling physician schedules, social media marketing and results from our eHealth Survey. Judging by these trends it’s pretty safe to say that content marketing will continue to be an area of focus for healthcare marketers in 2015. Geonetric will be here to help out with everything healthcare web strategy throughout 2015. Stay up to date by coming back to our blog, following us on Twitter or subscribing to our monthly newsletter.
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Writing Hospital Service Line Content: Do It Yourself or Call in the Professionals?

blueprints for a house


Writing new service line content can be similar to a complete house remodel—it’s a daunting task. You probably have a lot of ideas, but it’s hard to know where to start. It’s also difficult to know what you should tackle yourself and what needs the expertise of a professional. Just like a good contractor, Geonetric can help as much or as little as you need.

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Your Top Online Physician Promotion Questions Answered

physician-promotion-QA

We clearly hit a hot topic with last week’s webinar, Online Physician Promotion: Increasing Conversions to Fill Schedules, and attendees submitted far more questions than we were able to cover during the session. To make sure we answer all the questions that were submitted, we plan to tackle them over the course of a few blog posts.

SEO v. PPC

Our webinar focused almost exclusively on inbound marketing strategies – organic SEO, social media, and how to focus the experience that consumers get after arriving at your website.  We did, however, get some questions about the role of paid advertising in building provider visibility. Continue reading

Simple Content and SEO Guidelines for Physician Promotion

Image of a physician appointment recorded in a calendar
We’re living in a world of change. More so every day. Industry consolidation, legislative mandates, and new competition in your market means that a physician promotion strategy starting and ending with “just being there” is increasingly irrelevant. Let’s face it, yesterday’s local competition has grown increasingly savvy, and tomorrow’s competition for patients may very well come from the very pharmacies your patients used to get their prescriptions filled at. At the end of the day, the primary goal of your organization’s physician promotion strategy is as simple as it is clear: patient acquisition. In service of this goal, there are some fundamental content and SEO considerations that will help ensure your physician profiles work to bring new patients in to your organization.

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Make Your Healthcare Data More Interesting with an Infographic

olmstedinfographicData. It’s everywhere. As a healthcare marketer you might find yourself digging through more data than other marketers — patient satisfaction scores, community benefit information — the list goes on and on. How do you turn that data into a story that will cut through the clutter? Try an infographic! They are all the rage these days and for good reason: infographics are a great way to simplify a large amount of information and make it easier for the reader to digest.

One of our clients, Olmsted Medical Center, did an exceptional job of creating an infographic to summarize key points from its annual report. Unlike traditional annual reports which can be cumbersome to read, the infographic shares key financial information and other facts in a fun and user-friendly way.

Here is a snapshot of things you should consider when creating an infographic.

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Focusing Healthcare Web Content on Users and Benefits

content-webinar

What’s the most important action you can take to improve your healthcare website and its value to your audiences? Offer content that answers users’ questions while it highlights the benefits your services provide to prospects and current patients. After all, what’s a website without content? Websites are nothing but content, so we need to be thoughtful about what we offer and how we present it.
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The Eight Steps of a Successful Health Content Library Integration


Word Health written in search bar on virtual screen.

Licensing a health library is the right decision for most organizations. It promotes your hospital’s expertise, helps serve patient education needs, and helps fill waiting room seats and physician schedules. But just licensing a health library does little to help you realize these benefits. In fact, the value your organization gets from its health library is directly related to how effectively it is integrated with your website. A health library that is merely attached to a website provides visitors with a clickpath to health information, but returns little of the value that a fully integrated health library does.

The following sections describe options for integrating a health library, starting with the most basic and proceeding to more advanced – and valuable – types of integration. Read sequentially, each section is an integration step that moves the organization from a rudimentary attached health library that provides minimal value to increasingly sophisticated health library integrations that provide maximal value.

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The Elements of an Effective Campaign Landing Page

When it comes to measuring the success of an inbound marketing campaign, many healthcare marketers focus on high pageviews and low bounce rates. But the real ROI is in the conversion rate. Conversions mean the campaign landing page is successfully persuading visitors to take a specific action.

So what makes a great landing page?

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Community Hospital of the Monterey Peninsula Moves to its New Web Home

CHOMP-Responsive-DesignMoving to a new home – an exciting milestone in many people’s lives. Then, you realize you have to pack. You look at all your belongings and – maybe – cringe. What should you take? What should you discard? What fits the style and look of your new home?Your website is no different. You are constantly evaluating your content (or, trying to!). What stays? What stays, but needs an update? What goes?

Community Hospital of the Monterey Peninsula (CHOMP) worked with Geonetric to launch their newly-designed website. They sought an updated, clean look and feel, as well as the desire to move to a responsive website that presented all users with the content they need, regardless of device. At the same time, CHOMP knew it wasn’t just about getting a new look. They had to clean house and reorganize.

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Enhancing Web Content Through Storytelling

great-storytelling-in-healthcareblogDrama. Likable characters. A happy ending.

Keys to a great story, right? They can also be keys to compelling Web content – as we learned last month at Camp Reboot, Geonetric’s ninth annual eHealth Symposium.

For those of you who weren’t able to join us, here’s a recap of a presentation from a member of our content team:

Great storytelling can expand your healthcare brand, according to Michelle LeCompte, Geonetric’s director of content services. Stories capture attention, connect with the reader and continue to resonate after they’re told. Stories engage our emotions – and have been proven to convert behavior. Michelle shared:

“Brands that connect with their buyers on an emotional level will see two times more impact than marketers trying to sell functional value.”

Her point? When it comes to marketing, feelings win out over facts every time.

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VitalSite Notes: An On-Page Space for Your Editorial Conversation

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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.

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Taking Hold of Your Hospital’s Web Content

cycle

Have any of these ever happened to you?

  • You discovered new content (or entire websites) halfway through a project?
  • You struggled to decide what content was in or out of scope for a project?
  • You were afraid to look at some of the content on your site out of fear of what you might find?
  • You’re constantly debating whether you have too little or too much content?
  • You spent more time developing content than anticipated?

If you’ve worked with websites for more than a couple of months, you can probably relate to some of these situations. If you’ve been around for a couple of years, you’ve probably experienced them all. If these problems are so common, how do we wind up in these situations?

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Measuring Your Content Investment

cost-benefits-content-marketing-roi

You know how great it feels to lock in that final jigsaw puzzle piece and see the entire picture. Wouldn’t you love to capture that same warm glow when you look at the website content for your hospital or health system? Of course you would! And you can—if you apply relevant metrics that will help you discover the value of this major marketing investment. So, what does it take to measure content ROI?

Business Goals Drive the Bus

Everything starts—or should start—with your business goals, which should incorporate your users’ goals too. You can figure out what’s important to measure by understanding what you and your users want to accomplish. But stay focused. Don’t bite off more than you can chew—at least, not when you’re getting started. Just because you can measure something doesn’t mean you should. You don’t want to get sucked into the big black hole of tracking data for data’s sake. You want to focus on meaningful measurements in order to get results that can truly help guide the decisions you need to make about creating valuable content.

Take the Long View

Whether your healthcare organization wants more patients to pay their bills online or you’re interested in expanding your social media relationships, the key is to set up measurements that will track your goals. And it’s important to remember that you must stay in the game for the long haul. Arnie Kuenn, experienced content marketer and president of Vertical Measures, notes: “Content marketing is different from other forms of online marketing in that it does not always deliver ROI quickly. It may take weeks or months for a piece of content to be discovered by people and the search engines.” So don’t give up too early. A week’s worth of data doesn’t tell you much; a month’s worth—or a year’s worth or more—really starts to create a valuable knowledge base that can inform your next steps and make all the effort worthwhile.

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