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.
I’m very excited to announce our new eBook – Digital Marketing in Healthcare, which outlines the findings from Geonetric’s recent survey of 250 healthcare organizations!
If you are involved in the Web, digital marketing, advertising or social media in healthcare or if you manage or support people who are, this report will provide critical intelligence to help your organization to be more competitive online, such as:
- What do your competitors spend on digital?
- How are organizations like yours staffing their digital marketing efforts?
- What capabilities are healthcare organizations adding to the online mix this year?
- What digital marketing tools do they find most valuable?
- Is anyone actually using Vine?
You’ll find these insights and much more right here!
Having spent my week at SHSMD schmoozing with the biggest gathering of healthcare strategy, planning, communications, marketing and PR professionals that the Society has ever had, the current state of our industry can be summed up in a single word:
We’ve been on the cusp of major industry shifts for a few years now, but for all of the discussions and debate, no one is really sure what our industry is going to look like three years from now.
This week saw the biggest step to date in terms of actual implementation of the ACA (AKA Obamacare) and we’re still playing a guessing game to determine what its real meaning to our service mix and financial picture will really be. Obamacare applies leverage to the edges of the healthcare system, but doesn’t dictate what the care delivery system will look like or how it will work.
Using online Voice of the Customer (VoC) panels help improve consumer satisfaction by fostering collaboration with a customer through online surveys and communities to uncover sentiment, satisfaction and loyalty. As healthcare marketers we are no stranger to focusing on the entire consumer experience, not just one piece of the pie. With quite a few healthcare organizations moving towards expansive, integrated delivery networks, it’s no surprise that continually measuring consumer interactions have become increasingly important.
What stood out most to me at SHSMD’s Annual Conference was the focus on improving consumer satisfaction. The topic of how to improve the consumer experience was repeatedly incorporated into the sub-text of each conference breakout session conversation during lunch, one-on-one conversation and client dinners. Companies with consistently high customer satisfaction like Amazon.com, Marriot International and Southwest Airlines view great service as a continual challenge.
Daniel Buettner presenting at SHSMD 2013.
I’ve been a Dan Buettner fan for several years now. The “Blue Zones” author has started a movement to make us healthier, not one at a time, but by creating communities which make us healthier. In fact, my community in Iowa is going through a Blue Zone transformation right now!
But I’m getting ahead of myself.
First off, what are Blue Zones? Buettner began his career as a reporter. The Blue Zones project began as a feature article for National Geographic. Visit a handful of Blue Zone communities around the world and identify the features that cause the members of these communities to live longer with fewer chronic diseases and other health issues.
Does your organization have great quality data but no way to share it? Are you required by law to report quality information? Is your organization looking for ways to become transparent to your patients?
Is your hospital website ahead of your peers or are you falling behind? Are you understaffed and underbudgeted? Are your competitors push into digital marketing leaving you in the dust?
The one question I hear most often from healthcare Web professionals is “How are we doing compared to everyone else”?