The Eight Steps of a Successful Health Content Library Integration


Word Health written in search bar on virtual screen.

Licensing a health library is the right decision for most organizations. It promotes your hospital’s expertise, helps serve patient education needs, and helps fill waiting room seats and physician schedules. But just licensing a health library does little to help you realize these benefits. In fact, the value your organization gets from its health library is directly related to how effectively it is integrated with your website. A health library that is merely attached to a website provides visitors with a clickpath to health information, but returns little of the value that a fully integrated health library does.

The following sections describe options for integrating a health library, starting with the most basic and proceeding to more advanced – and valuable – types of integration. Read sequentially, each section is an integration step that moves the organization from a rudimentary attached health library that provides minimal value to increasingly sophisticated health library integrations that provide maximal value.

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Making the Move to a Responsive, Mobile-Friendly Healthcare Website

pella-regional-health-center-responsive-website-design

With the number of mobile-connected devices projected to exceed the world’s population by the end of 2014, it’s more important than ever to have a Web presence that can accommodate mobile users. And since 31% of cell phone owners, and 52% of smartphone owners, have used their phone to look up health or medical information, healthcare organizations need to make their online experience seamless regardless of what type of mobile device is trying to access their information.

Pella Regional Health Center wanted to ensure visitors had access to their entire site, not just a select subset. Enter responsive design. It enables organizations to build and maintain one site that adapts automatically to the capabilities of the device being used. Essentially future-proofing an organization’s website since it presents the best user experience possible whether the Web visitor is accessing the single site from a desktop, tablet, mobile device or even a mobile-enabled refrigerator.

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The Power of Organization: Building Your Intranet

CentraCare-Intranet


When you’re shopping at the grocery store, inevitably you always forget an item or two, and quickly realize you have to backtrack a few aisles to find it. The clearly labeled aisles help you find what you’re looking for quickly so you can head out the door.

As humans, we’re destined to group like items together, and at the very least, expect like items to be in the same place.
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The Top 5 Web Design Trends Today (Besides Responsive Design)

ASK-THE-EXPERT-BEN-DILLONWith the growing number of ways that consumers access the Internet, responsive design is fast becoming the industry standard for hospital websites. Responsive design isn’t just a new tool to engage with site visitors. It has produced a ripple effect in website design that’s improving the experience for both mobile and desktop users.

In his Ask the Expert column, “What Are the Top Web Design Trends Today?,” which appeared in the April 2014 issue of eHealthcare Strategy & Trends, Geonetric’s Vice President, Ben Dillon, details the top design trends influenced by responsive design.

In this article, Ben covers:

  • Why so many healthcare organizations are focusing on mobile-first design
  • Why flat design is one of the most visible trends coming from responsive design
  • What elements make up the visual storytelling design trend
  • How contemporary design and the return to minimalism influence website design
  • What techniques healthcare can leverage that are being borrowed from other Web experiences

Be sure to check out this article if you’re planning a redesign in the near future.

Images: Your Organization’s Welcome Mat

www.milfordregional.org

www.milfordregional.org

We’ve all done it. We’ve all ordered the burger on the menu that has a picture accompanying the description. Why do we do this? Because it lets us become familiar with our food before it arrives.

Using your own images on your website entertains the same concept. The images you use should be a welcome mat for your visitors, making sure they feel familiar with your waiting room, your staff, or your gift shop, before they walk through the door.

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Why Your Homepage Doesn’t Matter

door-knocker

Do you have stakeholders in your organization constantly asking to be featured on your site’s home page? Well, the trick may be on them!

The truth is, users find their way into your website in many different ways. While the homepage may be a popular entry point, if your search engine marketing tactics (search engine optimization, pay-per-click ads, etc.) are working properly, users are finding their way to the exact landing page on your site that can answer their question. They may never see the home page!

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The Elements of an Effective Campaign Landing Page

When it comes to measuring the success of an inbound marketing campaign, many healthcare marketers focus on high pageviews and low bounce rates. But the real ROI is in the conversion rate. Conversions mean the campaign landing page is successfully persuading visitors to take a specific action.

So what makes a great landing page?

  • Clear Call to Action: What do you want the user to do? Register for a seminar, submit a story or schedule an appointment? When the user gets to your landing page, make it very clear what action they should take next, and keep it simple. A short form right on the landing page is often most effective and involves one less click for the user, removing a potential barrier for converting.
  • Solid Content: Keep your content concise and be sure it answers your site visitor’s question. Don’t confuse or distract the user with noise.
  • Consistent Branding: The landing page should visually match other marketing pieces used in the campaign. Users will leave the landing page if they are confused by inconstancy between where they heard of your campaign and the landing page they come to.
  • Strategy: Don’t let your campaign’s landing page be a last minute addition. When you’re planning a campaign remember that the Web component is one of the most important piece – and often the conversion! — so make sure it’s not an afterthought.

A well thought out landing page can make or break a marketing campaign. Start with what action you want the visitor to take in order to accomplish a pre-determined goal and include the other elements listed above.

Putting it in Practice

For a great healthcare landing page example take a look at the Restore Campaign at Owensboro Health. Owensboro Health does a great job of implementing the tips mentioned above. The page is highlighting not only a specialized, minimally-invasive service, but also the top-notch physicians. The appointment request is a short, simple form and acts as a clear call to action.

OMHS-Restore-Campaign-Landing-Page

Community Hospital of the Monterey Peninsula Moves to its New Web Home

CHOMP-Responsive-DesignMoving to a new home – an exciting milestone in many people’s lives. Then, you realize you have to pack. You look at all your belongings and – maybe – cringe. What should you take? What should you discard? What fits the style and look of your new home?Your website is no different. You are constantly evaluating your content (or, trying to!). What stays? What stays, but needs an update? What goes?

Community Hospital of the Monterey Peninsula (CHOMP) worked with Geonetric to launch their newly-designed website. They sought an updated, clean look and feel, as well as the desire to move to a responsive website that presented all users with the content they need, regardless of device. At the same time, CHOMP knew it wasn’t just about getting a new look. They had to clean house and reorganize.

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Getting Started with a Physician Portal

Providing information online is about giving people the information they need, wherever they are and whenever they need it. But often you need to provide information to a limited group of people. Whether it’s communicating to doctors working in different locations, board members in need of meeting materials or employees remotely seeking department-specific details – people need to be able to access certain information externally that you just don’t want available to everyone on the Web.
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How the Web Can Bring Order to the Messiest Health System

health system websites

Healthcare systems are messy. Think about the growing number of different facilities and the departmental divisions that aren’t meaningful to patients but very meaningful internally. Consider the various groups battling with one another over the same patients, or the lack of a consistent philosophy and approach for a given service or procedure. It’s easy in the day-to-day operations of a health system to ignore the complexity of our organizations. I find that when we work on the website we’re pulling off the band-aid and exposing all of that mess.
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Zero to Piwik Analytics in Under Three Minutes with VitalSite CMS

Screen capture of VitalSite Script Manager displaying the Piwik Analytics tracking code.

We’ve been making some major investments in VitalSite that provide more power to the system administrators who manage hospital websites, and to the client advisors who work with them. To this end, one of the new features we’ve recently released is the VitalSite Script Manager. This new utility is available to users with GeoTechnician or System Administrator privileges, and it allows them to manage the markup and scripts that appear in the <head> sections and near the </body> sections in the HTML of all VitalSite pages.
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David Meerman Scott Embraces Agile, Sort of…

agile-methods

Doesn’t it sound fun to go diving in the Caribbean or to go camping alongside penguins? It does! And the people who market these types of adventures do so in creative ways that don’t feel like marketing. They create great content – the kind of content that consumers love to read and want to experience themselves.

And, according to David Meerman Scott’s opening keynote at the Healthcare Marketing and Physician Strategies conference, healthcare can market this way too. No, you don’t need sand or ocean water or even penguins.

What you need is to write interesting content. How you ask? The key is relevance.

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CMS Training from Geonetric: It’s Like the ‘Easy’ Button Really Does Exist!

easy-button-cms-training

Remember the easy button? One simple push and everything just magically works out! Well, that’s the approach Geonetric takes with training new clients on our VitalSite content management system (CMS).

Learning new software can be overwhelming for some people. I understand that feeling based on my own experiences installing new software on my personal computer. And sometimes installing software is easy the easy part — figuring out how to use it can be a time consuming endeavor!

That’s why one of the first steps after you partner with Geonetric is to learn how to use VitalSite, our proprietary CMS. We provide our new clients with personalized, one-on-one training. We believe that making sure our clients begin the process with a real person on the phone to help them learn the product increases the speed of their adoption and helps them move forward with a higher degree of confidence.

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Enhancing Web Content Through Storytelling

great-storytelling-in-healthcareblogDrama. Likable characters. A happy ending.

Keys to a great story, right? They can also be keys to compelling Web content – as we learned last month at Camp Reboot, Geonetric’s ninth annual eHealth Symposium.

For those of you who weren’t able to join us, here’s a recap of a presentation from a member of our content team:

Great storytelling can expand your healthcare brand, according to Michelle LeCompte, Geonetric’s director of content services. Stories capture attention, connect with the reader and continue to resonate after they’re told. Stories engage our emotions – and have been proven to convert behavior. Michelle shared:

“Brands that connect with their buyers on an emotional level will see two times more impact than marketers trying to sell functional value.”

Her point? When it comes to marketing, feelings win out over facts every time.

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VitalSite Notes: An On-Page Space for Your Editorial Conversation

page-notes-image

With the recent release of VitalSite 8.0, we introduced Notes, a helpful new feature designed for the teams and individuals responsible for planning, creating and maintaining the content of hospital websites.

Because Notes are right next to the content they describe (but are visible only to administrators and never to the public), content teams can easily communicate with each other about the pages, panels, providers, services, locations or other VitalSite objects they work on and govern. If you’ve worked on websites for any amount of time, you know how helpful this type of capability can be.

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