Four Calls to Action that Build Relationships with Hospital Website Visitors

Cardiovascular Assessment on Advocate Heart Institute Website

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.
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Web Content Strategy for Medical Groups


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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How Small SEO Tactics Can Lead to Big Results

OMC Wound Care Search Result

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.
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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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Cone Health Spotlights Medical Group Providers

Find a provider at Cone Health Medical Group
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.

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Delivering an Engaging, Cross-Channel Marketing Campaign

Genesis Delivers Creative Concept

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.
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How to Integrate Your Health Library into Your Website Content

Parkview Medical Center Health LIbrary

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.
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How-To: Build a Blog for Physician Promotion


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.
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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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Top 10 Takeaways from Confab Central 2015


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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