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
Within the past month I have had a couple of occasions to seek healthcare services. First, while travelling with two colleagues to a client site, I was involved in a head-on collision at highway speeds with another vehicle. I wish I could say that we all walked away fine, but as is so often the case in motor vehicle accidents, that’s not what happened.
I have also been spending time with my father in the ICU as he is battling the effects of chemo-therapy for cancer treatment that has left him susceptible to infection.
Our friends at Facebook are at it again. And by “it”, we mean shaking up the social world as only they can!
Actually, the changes aren’t too bad this time around, but they did announce some news recently that your healthcare organization may want to utilize in your own Facebook strategy.
Let’s take a quick look at the highlights.
Rather than amplifying the message that the end is nigh, I’d like to cut through the noise, describe the pending change and share some of the concrete steps I’m taking to figure out what sites are well poised for the change, and which ones need to be worked on.
It’s hard to ignore the latest Internet sensations sweeping across the Web. First there was Meerkat and it’s quick rise to — and even faster fall from — popularity. Then there was Periscope, which became a smash hit and all but made Meerkat a joke.
Regardless of the rivalry, the real conversation is around these live video streaming tools for the Twitter platform and if they make sense to add to your hospital’s social media tool set.
As a Product Owner (PO), I work hard to ensure that VitalSite is the best content management system on the market. Prioritizing which features and enhancements make it into the product each release requires thoughtful decision making – you have to give needed attention to shifts in the healthcare market, technology advancements and of course the feedback of clients.
It’s fun to talk about the big, sexy stuff the team accomplishes: new modules, major new features and strategic integrations.
The reality is that we have a wide range of requests coming from many different stakeholders and sometimes it’s the little things that make clients (and coworkers!) really happy.
At Midwest Orthopedic Specialty Hospital (MOSH), doctors pledge to put patients at the center of everything physicians do. So MOSH needed its new website to prioritize patients, too. Working closely with Jigsaw to develop a design and comps, the hospital and creative agency turned to Geonetric for help creating the online presence that establishes MOSH and the physicians of Midwest Orthopedic Specialty Services (MOSS) as the Midwest’s premier resource for current and prospective orthopedic patients. Among stakeholders’ top goals: Make it as easy as possible for users to learn about and schedule appointments with the region’s top bone, joint and spine specialists and surgeons.