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.

Continue reading

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?

  • Clear Call to Action: What do you want the user to do? Register for a seminar, submit a story or schedule an appointment? When the user gets to your landing page, make it very clear what action they should take next, and keep it simple. A short form right on the landing page is often most effective and involves one less click for the user, removing a potential barrier for converting.
  • Solid Content: Keep your content concise and be sure it answers your site visitor’s question. Don’t confuse or distract the user with noise.
  • Consistent Branding: The landing page should visually match other marketing pieces used in the campaign. Users will leave the landing page if they are confused by inconstancy between where they heard of your campaign and the landing page they come to.
  • Strategy: Don’t let your campaign’s landing page be a last minute addition. When you’re planning a campaign remember that the Web component is one of the most important piece – and often the conversion! — so make sure it’s not an afterthought.

A well thought out landing page can make or break a marketing campaign. Start with what action you want the visitor to take in order to accomplish a pre-determined goal and include the other elements listed above.

Putting it in Practice

For a great healthcare landing page example take a look at the Restore Campaign at Owensboro Health. Owensboro Health does a great job of implementing the tips mentioned above. The page is highlighting not only a specialized, minimally-invasive service, but also the top-notch physicians. The appointment request is a short, simple form and acts as a clear call to action.

OMHS-Restore-Campaign-Landing-Page

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.

Continue reading

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.

Continue reading

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

page-notes-image

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.

Continue reading

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?

Continue reading

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.

Continue reading

Savvy Healthcare Marketers are Focusing on These Top Digital Trends

healthcare marketing tactics

As a marketer, you have a lot of tactics at your disposal to reach and engage your target audiences. Wish you knew which ones were gaining traction with your peers and competitors? Well, according to Geonetric’s recent Digital Marketing for Healthcare survey, healthcare marketers are picking up email marketing, blogs, Pinterest and content marketing in 2014.

So let’s see why these tactics are topping the digital marketing charts:

  • Consumers want more personalized messaging and email marketing is a great way to send more targeted messages. After languishing in the shadow of social media up-and-comers in recent years, email marketing will be added by an astounding 15% of health systems in 2014.
  • Consumers (and Google!) want fresh content and blogs are a great way to go. Frequent updates, strong SEO and a casual voice makes this format more engaging for health consumers and more sharable to boot!
  • Consumers want sharable content and Pinterest is a great way share stories in a visual way. According to the survey, 48% of hospital respondents currently use Pinterest, with (10%) indicting they plan to have it in the next 6 months.
  • Marketers want measurement and digital channels make it easier to see what’s working – allowing health systems to be more nimble with their marketing.

Continue reading

Infographic: The Answers You Need to Benchmark Your Hospital’s Web Initiatives!

There’s no question knowing how you compare to your hospital and healthcare peers is helpful. Do you invest enough in digital marketing? How does your team stack up? Does your website have the right functionality? Are you using the right social media channels?

The list of questions goes on and on. Want to know the answers? Check out this infographic!

It shares highlights from Geonetric’s recent comprehensive industry survey. More than 250 healthcare marketers just like you told us their top eHealth challenges and biggest priorities for 2014. And it’s time for you to find out… is your website ahead of your peers? Or behind? Are you understaffed and under budgeted?

Survey_Infographic

Top Tasks and the Paradox of Choice

checklist

We all say we build our websites to help our users—patients and prospects, visitors, staff, communities and more—but do we really?

Top Tasks Help Users

What if focusing on top tasks, clear navigation and streamlined content actually increased our key measures and made our site visitors happy? Your next question might just be: Where do I sign up?

But then you wonder… How could it possibly be that when we first help our website users do what they came to do, they’ll show their love by sticking with us, following through with activities that also benefit our organization?

It seems counterintuitive, but it works. Requirements to fill out forms with lots of fields or pages—or “shouting” at visitors to do something we want before we let them complete their goal—only creates frustration. Such tactics actually interfere with building the positive relationships that create happy users who are inclined to make return visits.

Continue reading

Effortless Content? In Your Dreams.

Day Dreamers on Grass Looking at Clouds

We’ve all been known to get lost in our daydreams—conjuring up a sun-filled beach vacation during the latest bitterly cold blizzard or imagining the crack of the bat as the ball heads over the outfield fence. That’s all pretty harmless. In fact, such thoughts might help us get through the worst of winter’s days or connect on a monster grand slam the next time we stand beside home plate.

Hope is Not a Content Strategy

When it comes to our website content, though, we need a little reality therapy. Good content doesn’t happen by magic, which means we actually need to pay attention to it. On a regular basis. With our organizational goals and our users—and their goals—in mind. Even if we’d like to believe otherwise, hope is not an effective strategy for dealing with the vast expanse of website content. We need to make content a top priority—from the time we create it through the time we send it to bed.

So, you say, how do I add one more thing to my ‘top priority’ list? I’m already overwhelmed by all the stuff that’s accumulated on our website. Like watching Hoarders, the thought of digging into the mess makes my head spin. How do I figure out what’s good to go, what’s ready to retire and what’s a hidden gem that simply needs to be dusted off and spiffed up a bit? Well, that takes some research—which means time and effort to dig deeper and uncover the answers to some big questions.

Continue reading

Website Content – Creating the Good Stuff

green-knotted-rope

Isn’t it obvious? Websites need content to exist. No content. No website. No website. No visibility to your potential audience. Oops!

What’s not as obvious? Websites need good content. Think about it. Before you opened the doors of your bricks-and-mortar healthcare facilities, you invested time, energy and resources into identifying the services and programs you planned to offer. You found out who your customers were, what they needed and how your services could help them. And you invested again in all the tools, people and processes that would ensure you’re the best choice to deliver the healthcare services you promised. You need to do the same thing with your website. Continue reading

The Value of Content? PRICELESS!

valuable-healthcare-content

Those MasterCard® commercials have it right. Everything costs something, but some things are worth more than what they cost. They’re valuable. And that’s how we need to think about website content.

When considering a purchase, we often think only about the amount of money we spend. We know the numbers, the price, the cost. We can feel the bills or coins leaving our hands—or we see the balance in our bank account drop. We buy stuff all the time:

  • Morning cup of coffee = $
  • Cool new kicks or hoodie = $$
  • Washer and dryer = $$$
  • Family trip to Disney World = $$$$

But what’s the value of these purchases? That’s not something you can measure in money. It’s priceless.

  • Coffee = Delivers the eye-opener that jump-starts your day
  • Cool kicks = Identifies you as a trend-setter or stellar group member
  • Laundry pair = Offers the comfort of knowing you can have clean clothes when you need them
  • Disney World vacation = Provides a fun setting for family bonding time

Value comes from the intangibles—like feelings—related to the products and services we buy. Feelings like attention, fun, trust, relationship, comfort, caring. Yes, you spend money for these products and services, but what you get back makes the cost worthwhile.

Continue reading

Love It or Hate It, 2014 is the Year for Content

Perhaps no item was more contentious in the results from our recent Healthcare Digital Marketing Survey than content. Hospitals love their content or they hate their content or their feelings about their content are… complex. Too much content. Too little content. Their content is too long or too static or frankly spends too much time talking about things that visitors don’t care about.

What survey respondents seem to want is Goldilocks content – not too hard or too soft, too hot or too cold. Content that’s just right.

And they want to find it now, because content is a bigger priority than ever before!

Certainly, this is driven in no small part by changes at Google over the past year. I’m inclined to also believe that healthcare organizations understand that providing useful content is the key to building a valuable relationship with the consumers that they serve.

What’s the Most Valuable Digital Marketing Tool Available to Health Systems Today?

Social-Media-Usage-Healthcare-2013

“Our website – but you must advertise it!” according to one respondent from Geonetric’s recent Healthcare Digital Marketing Survey.

And he isn’t alone. 89% of respondents will use their websites for service line promotion in 2014. While the website serves as the destination, the “build it and they will come” school of digital marketing has gone by the wayside. Digital marketers have realized that a broader set of promotional tools are needed to connect the destination website with consumers.

Permission-based marketing has been the name of the game in recent years with much attention both inside healthcare and across other industries paid to the benefits of social media engagement. Nearly all healthcare organizations are using Facebook (99%), YouTube (94%) and Twitter (86%) in 2014. After languishing in the shadow of social media tools, email marketing is seeing big growth in 2014 as well (up 15% to 82% of organizations)!

Continue reading