Last week Mary Meeker, a partner at Silicon Valley venture capital firm Kleiner Perkins Caufield and Byers, presented her annual “State of the Internet” report. Her epic deck of 196 slides covers a huge range of trends, but there are several key takeaways for healthcare marketers. Here’s what you need to know.
Moving from separate hospitals to a system brand is a challenge, and no one knows that story more than UNC Health Care.
UNC Health Care — represented by marketing pros from Rex Healthcare and UNC Medical Center (formerly UNC Hospitals) — joined forces with Geonetric to tell a brand story that’s fairly new to North Carolina. With eight hospital entities — and more to come — UNC Health Care is using its digital footprint as a stepping stone toward the brand’s growth.
For Valentine’s day this year, my wife got us his and hers Jawbone UP fitness trackers. But being the technology rebel that I am, I carry a Windows Phone. Unfortunately the Jawbone lacks any app support for my platform of choice.
And so I found myself (after writing just a few short months ago that 2015 was definitely NOT the year that wearables were going to change everything) researching everything that I could find on wearables in order to pick just the right fitness tracker for me.
The day has finally come to roll out your new marketing campaign. As a marketer or webmaster, you’re feeling great. You have created both online and offline tactics and you’re driving traffic to a landing page that’s clean, to-the-point and ready to convert site visitors into patients.
One small detail remains: How will you track your efforts and report on the success of your campaign?
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.
We talk quite a lot at Geonetric about organizational agility – the ability to experiment, change and adapt quickly. Agility is a key strength for corporations today, particularly for those in rapidly changing markets. And when it comes to changing industries, few are going through the level of upheaval that healthcare is experiencing today!
Last week at the Geonetric 2015 eHealth Symposium we empowered our clients to be more agile with the Beta release of Geonetric’s Form Builder. Form Builder does exactly what it says – it helps administrators create online forms that they can attach to their websites, blogs and intranets.
Since 1952, Forrest General Hospital has been a regional provider for healthcare services to its patients in south Mississippi. But in the last several years, Forrest General has been partnering with other hospitals in smaller communities – including Picayune, Columbia and Prentiss – to offer a wider range of services to a larger service area.
With such great partnerships in full swing, and a full breadth of services to offer people in communities in their region, it was time to represent themselves as a consolidated system under the name Forrest Health. And it was time to present that brand to the community, starting with a new website and the help of Geonetric.
Cottage Health has so much to offer its patients. Four hospitals and multiple clinics, all located in stunning southern California, provide a wide range of services to its varying audiences in the region.
But they were stuck in a design that wasn’t meeting the needs of their growing mobile audience. Not to mention, trying to represent the four hospitals equally was difficult without using the same or similar content, which we all know can hurt search engine optimization efforts.
Then Cottage Health partnered with Geonetric and beautiful things happened.
You know that feeling you get when you experience marketing that really hits the mark? You probably don’t even notice that feeling right away. You don’t think, “Man, this advertising approach isn’t pushy.” “It isn’t misaligned.” Rather, it just feels right and all of your skepticism about the brand melts away. You get the information you need, when you need it. It’s at your pace. Your fingertips. Your comfort level.
Now imagine the last time you tried to just browse a car lot. Or were interrupted for a “quick” beauty product demo while walking through the mall, or waited in line to renew your driver’s license only to find out you had the wrong paperwork. Much different than your last trip to Disney World, isn’t it? Or your stay at the Ritz (ok, just imagine!), or your last purchase on Amazon.com.
Ann Handley, author and digital marketing pioneer, explained this feeling during her keynote at last week’s Healthcare Marketing and Physician Strategies Summit. She said – over and over – “the best marketing doesn’t feel like marketing.” And when you think about it – she’s right! It doesn’t. So how do we accomplish this with our Web content? How do we create a healthcare customer experience that feels natural, and relevant?
It’s often difficult for healthcare marketers to use their main website to accomplish a specific goal. If you want to target a certain audience or promote a facility or service with deeper content, the parent site may not offer the best solution.
And that’s when marketers turn to microsites. Microsites allow you to deviate from standards set by your organization’s website. You can control the navigation, design and message on a microsite. So no wonder, they’re a popular tool. But microsites don’t always offer the best solution either.
Health consumers are online. They are researching conditions, looking for doctors and scheduling appointments. Your hospital’s website is the most powerful tool you have for converting those online health consumers into patients.
If your website isn’t performing optimally, it can hurt your brand and send potential patients to competitors’ sites to get their questions answered. Even if you know your website needs attention, it’s not always easy to know where to focus your limited time.
That’s why we developed this helpful 10-point checklist. It gives you a roadmap to use when evaluating your hospital site, complete with actionable tips to make your site more effective.
Are you putting your health system’s website content to full use?
Maybe! But if you’re like most healthcare marketers, you’re always looking for more ways to tell the full story of your extensive services, expert doctors, satisfied patients and impressive facilities. What if you could do this without creating new content from scratch?
Nearly every meeting I’ve had with our clients’ executive teams in the past year has included the phrase “pricing transparency.” Everyone sees it coming but, but very few really know how to move forward.
It was with this in mind that I attended David Marlowe’s Healthcare Marketing and Physician Strategies Summit session on pricing transparency.
Marlowe reiterated that like so many trends in healthcare, our customers are driving us forward and healthcare organizations are fighting to catch up. Consider these stats:
The Five Things You Need to Do To Prepare for April 21
- Check your mobile traffic in Google Analytics
- Using your smartphone, look for the “mobile-friendly” tag in search results
- Check your pages with Google’s Mobile-Friendly Test
- Review the Mobile Usability Report in Google Webmaster Tools
- Check the Mobile User Experience score on Google PageSpeed Insights