The problem is real, and one you’re likely familiar with: your digital marketing budget is supporting an increasing number of activities and you’re under growing pressure to connect the top of the funnel to the bottom, delivering business value in terms your CFO and CEO care about.1 What tactics do you prioritize if you’re going to actually start running marketing as a revenue center? How will you measure your progress and communicate it throughout the organization? For healthcare marketing leaders it’s more important than ever to find answers that help you solve the new and evolving marketing puzzle you’re faced with.
Great health systems are always evolving. The same is true of their websites.
Avera Health is a large, integrated health system. Based in Sioux Falls, S.D., Avera serves more than 100 communities throughout South Dakota, Minnesota, Iowa, Nebraska and North Dakota.
Avera and Geonetric have been partners since 2005. Over the years we’ve redesigned their site a few times, each version offering new visual design, enhanced functionality and improved user experience.
Avera’s updated site launched earlier this month and, from its stunning design to the impressive new content, this site is a show-stopper.
Here are a few of the highlights.
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?”
This October I attended SHSMD 2015, and in many of the great sessions, two themes emerged time and time again: the importance of data and content. Of course, this makes sense.
Data informs our understanding of who our audience is, how they behave and what they want. Building from that data, we create compelling content which educates, encourages, supports and guides our audiences.
There is, however, one thing that connects both: calls to action (CTAs).
In writing this article, I looked at websites of both big and small hospitals. Investigating different service lines, I discovered many organizations are using phone numbers, links to additional site content, request an appointment buttons and quizzes/assessments as calls to action.
At first glance, these may not seem like valuable calls to action. But they can be.
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?
If you’re like most healthcare marketers, you go to great lengths to make sure your service lines rank high in Google search.
But Google is a funny thing. It’s always changing and throwing new surprises your way that make you rethink your SEO strategies and tactics in a fresh and interesting light. What worked last month might hurt your rankings today. And a new update coming up might reset everything all over again.
So what do you do when you see your site rankings start to slip? Do you invest in a big content overhaul? Or fight back with smaller tweaks?
There’s a case for both options. And depending on the state of your current site content, sometimes, small changes can lead to big results.
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.
Earlier this year, we shared some helpful questions you can ask yourself before creating a microsite. Two Geonetric clients – Avera Health and CentraCare Health – took that advice to heart with the launch of two powerful microsites.
Cone Health Medical Group has more than 500 providers, over 100 locations and one goal in mind: connect potential patients with physicians who can help them feel their best.
That’s why Cone Health Medical Group decided to change the focus of their website and put the spotlight on their star players: their doctors and providers.
It seems like, almost every day, there’s a new digital marketing tool or platform to help you push forward your online and offline marketing efforts. And there’s nothing more exciting for a marketer than to work with a client who’s willing to give all the cool new tricks a try to see how they work.
That’s what Geonetric found in the marketing team at Genesis Health System when we teamed up to promote their BirthCenters in Davenport, Iowa, and Silvis, Illinois.
Adding a health library on your website is an investment. But if it’s leveraged well and properly integrated into your website content, it can be a very powerful tool that acquires patients and provides a positive return on your investment.
The key is to make sure visitors are able to find your health library content at the exact moment that they want it.
The idea of content marketing is certainly hot right now. A strong content marketing strategy does a lot of promotional work for you, but also provides immediate value to your audience. This type of marketing can take many forms, but blog posts are a common way of generating buzz, traffic to your website and, ultimately, more patients/interactions at your organization.
Let’s set aside the technical aspect of creating and maintaining a WordPress blog for now and focus on the strategy of writing great content, getting physicians on board and putting that content to work for your marketing goals.
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.
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.