Taking Advantage of Facebook Groups

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It’s no secret that it’s getting harder and harder to be noticed on Facebook from a marketing perspective. With various news feed and advertising changes, organic posts don’t find their way to your audience like they previously did. It’s frustrating, but there may be a new way forward.

Facebook Groups offers a different platform for interacting with an audience. It’s a more interactive approach, creating a sense of community among members and, ultimately, more value for those members.

In a sense, a Facebook Group is similar to your email marketing list. You have opt-in members who want to engage and are ready to consume your content.

Moz recently posted a fantastic blog post that includes step-by-step instructions for building your own Facebook Group. The author shows how he built a valuable Facebook Group for both his organization and his members. He also offers some tips for running a strong group.

It’s definitely worth a read, especially as you’re looking for new ways to engage your audience(s) in 2016!

Holzer Health System launches a fully-responsive system site

Screenshot of Holzer's homepage

Holzer Health System’s humble beginnings can be traced back to a seven-bed hospital that opened more than 100 years ago in the Gallipolis, Ohio region. Since then Holzer has grown into a multi-facility healthcare system, currently offering 20 locations across southeast Ohio.

Holzer’s digital needs have grown too, and the team turned to Geonetric to provide a new content management system and support services to aid their expanding system. The new Holzer site is live, and offers lots of new features and functionality. Here’s a few of the highlights.

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Google Trends delivers great content ideas you can use

Google Trends

In the first week of November, Susan Williams, widow of actor-comedian Robin Williams, stated that his August 2014 suicide was likely related to a condition he had been diagnosed with called Lewy body dementia, which causes a progressive decline of mental abilities.

The media coverage of Mrs. Williams’ statement was huge, and Google Trends took notice. Lewy body dementia was a top-search health term for the week, as Internet users scoured articles, WebMD and other reference sources to learn about this disease.

Google Trends, which started in 2006, has been gathering search data for nearly a decade. Now, Google Trends updates regularly, showing the hot topics from search users for a particular day or week. Click on the topic itself and see what states are driving the most traffic.

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How a Health System Used the Web to Generate $1M in Net Revenue

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Tying your hospital’s organizational goals to web goals can be difficult just in theory. It’s even harder to do in real life. Setting up conversion funnels, tracking ROI, pulling data out of your CMS platform and into your CRM, working with other stakeholders to track new patients into the system, etc. It truly takes a village to get to real ROI.

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How to Make Web Crawlers Happy

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A hospital website is by its very nature a large and ever changing organism. Even worse, there are two dramatically different audiences your website must engage: people and web crawlers. If your website design neglects web crawlers, search engines will take their revenge and no one will be able to find your content. Fortunately, there steps we take – and you can too — to keep those crawlers happy.

It turns out search engine web crawlers are lazy. They spend a lot of time crawling through complex sites, some of which don’t provide a map, trying to understand where the canonical content is and whether content is secure. Here at Geonetric, we do everything we can to make it easy for them so your content is indexed more frequently and accurately. Here’s how.

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Mount Auburn Hospital launches website focused on physicians, education

Mount Auburn Hospital's homepage
Mount Auburn Hospital knew it was time for an upgrade.

In 2013, SOASTA – a cloud and mobile testing company – studied smartphone usage in major metros of the U.S. and found that more than 55% of Boston adults owned and operated a smartphone. Before Nov. 17, 2015, Mount Auburn Hospital wasn’t able to easily reach that audience.

But now that’s all changed.

The launch of their new site comes with features they didn’t have before, including a mobile-friendly, responsive design that keeps the integrity of their brand alive – a brand that’s been part of the Boston community since 1886.
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What Air Travel Can Teach Marketers about Healthcare

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Last week a few members of the Geonetric team traveled to Orlando for the Healthcare Internet Conference (HCIC). The conference was engaging. The sessions were exciting. The speakers challenged my thinking. My travel home on the other hand, did none of those things.

The Midwest was experiencing some unusual weather, which included 9 tornadoes reported in Geonetric’s home state of Iowa. This put our travel plans into a tailspin, with dozens of delays, cancellations, and scary flights.

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Six Landing Page Flubs, Foibles And Faux Pas (And How To Avoid Them)

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Marketing campaigns aren’t easy. In such a noisy world it takes a lot of energy, talent and persistence to even get noticed by the audience you want. More still to get them to your landing page. And once there, the last thing you want is for them to bounce right off because of simple-to-avoid mistakes. And yet that’s often exactly what happens.

While landing page optimization is both an art and a science, there’s no excuse to flub the basics. Let’s walk through a few common problems that are easy to spot and resolve.
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How Hospital Marketers Can Leverage Giving Tuesday

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You’re probably familiar with Black Friday and Cyber Monday, but do you know that there’s a movement that’s gaining popularity for non-profits called Giving Tuesday? An organization out of New York began the first #GivingTuesday campaign a few years ago and it’s become one of the biggest ways that non-profit organizations solicit financial donations from their supporters and others at the start of the holiday season.

During the holidays, people are by nature in the giving mood. Lots of places are the recipients of increased donations: Food banks. Coats for kids. The cold bell ringers of the Salvation Army. But not all non-profits are as lucky.

As a former healthcare executive, I witnessed firsthand that this season of charitable giving doesn’t always include local hospitals and health systems. In fact, the majority of Geonetric’s clients that track giving through our VitalSite CMS experience low charitable contributions during this time of the year.

To keep that giving spirit directed at their organization at the end of the year, hospitals must get creative.

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Five Things to Keep in Mind During an SEO Project

SEO - Search Engine OptimizationSearch engine optimization (SEO) is tricky. Keeping on top of the latest algorithm changes and shifting search trends can be a full-time job in and of itself. And it’s one that never seems to end.

That’s why many of our clients seek our SEO services. They often have so many things on their plates that they’re not able to set aside the time needed to make large changes to their organization’s SEO strategy.

If you’re not yet ready or able to seek help, here are five things to keep in mind as you execute your SEO strategy.
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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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Make ROI the Way Your Healthcare Marketing Team Operates

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It was Wednesday morning, the last day of SHSMD 2015. It may have been the timing, but the 8:30 a.m. session summed up the entire conference for me: ROI should not be an afterthought or a proof check at the end of the campaign, quarter, or year. It should be the way your team, and even your organization, operates.

In the session, John Marazone and Simon Yohe, both of Orlando Health’s marketing team, talked through their journey of moving from a cost center to revenue generator. And although they admit they’re not done, they are in their second year of a well-planned execution with interesting insights to report.

Marazone began the story when an interim CEO took over Orlando Health two years ago and promised the marketing department no increase in budget, but the trust and leeway to do what they do well. As fans of the ‘moneyball’ philosophy in baseball, John’s team believed the only way they could improve was to implement accountability. Their guiding principles are as follows:

  • Healthcare marketing has to be accountable
  • Shift to a more integrated digital, social, mobile multi-channel marketing strategy
  • Align physician outreach with consumer marketing
  • Precision marketing – using data to engage both current and future patients

The Importance of CRM & Finance

An important part of making this transformation included limiting untraceable spending. Advertising spending is shifting from traditional to digital channels. The organization’s CRM has become the central point for the marketing team, and is admittedly the most valuable tool.

Another key part of success for Orlando Health was engaging other departments in the organization, most importantly finance. Bringing finance into the fold helped the marketing team create corporate-wide approved ROI formulas.

And since then, every campaign has had an understood need, baseline numbers (including revenue and cost), and an execution plan All campaigns include downstream revenue tracking. All campaigns have lead generation as part of the strategy. So far, all campaigns have met their goals.

Impressive Results

Although still early in the transformation, Marazone and his team are reporting impressive numbers. From FY ’14 to FY ’15, the team has recorded a 200% increase in landing page unique visitors, a 100% increase in web-based appointment requests, and a 317% increase in marketing campaign call center volume.

Overall, since making the move Orlando Health’s marketing team has tracked $17 million in gross charges and $4 million in net revenue.

Talk about impressive. And those numbers are even more amazing if you stop and recall they successfully made this shift without a budget increase.

The Takeaway

A lot of Orlando Health’s success hinged on the fact they realized driving traffic to digital spaces was critical, and that they agreed on the outset that the only real way to say with certainty that a campaign succeeded or failed was with data.

These are conversations we have every day with our clients, and it’s refreshing to see so many healthcare marketers embrace digital and the improved tracking capabilities it offers. If you’d like to talk to a partner that isn’t scared of ROI, contact us. We love to help our clients prove the value of marketing campaigns and digital efforts.