HSI – Reaching Healthcare Consumers with Microsite Marketing and Accessibility Strategies

Terri Golas and Alan Powell are discussing M. D. Anderson Cancer Center’s Microsite strategy.

MD Anderson invests a tremendous amount into advertising.  I am excited to see how they’re doing leading-edge work in this space, but hope that it will be applicable to organizations that aren’t MD Anderson.

MakingCancerHistory.com – a Microsite to supplement an 8-page advertising insert for Texas Monthly magazine and state-wide tv ad campaign.  The Microsite presents a summary of information that then links back to the primary, deeper, information source within MDAnderson.org site.  Thousands of visitors each month (most considered highly qualified leads) – 30% of traffic via ad banners, 70% direct, so this is working well for them.

It’s a really beautiful Microsite and worth having a look at.

Takeaways that can be applied by others:

  • They ran a campaign around lung cancer that sent people to MakingCancerHistory.com/lung.  They felt that this got too long and won’t do this again.  Collect this information a different way.
  • Make the Microsite an extension of the campaign that is driving traffic in.  use similar imagery, language, etc. so that visitors understand that they’ve landed in the right place.
  • Place banners linking to the Microsite on the main site for when consumers don’t remember the URL and Google the organization.
  • Keep the Microsite focused, simple and action-oriented.
  • Don’t duplicate information from your main site.  Link to that content live.
  • Be careful about co-branded content and Microsites for your organization that lives on other organizations’ sites.

Implications of Microsites for Search Engine Marketing

  • Focused sites are good
  • Links back to your site may help in search algorithms

But

  • They can compete with main web site rankings
  • Hurts user experience if sites are not well-integrated
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This entry was posted in Best Practices, Industry Trends by Ben Dillon. Bookmark the permalink.
Ben Dillon

About Ben Dillon

Ben’s a big picture type of guy. He loves sharing new ideas in digital marketing, keeping a watchful eye on healthcare industry trends and seeing how it all intersects. A sought-after speaker, writer, blogger and current SHSMD board member, Ben’s an influential voice in healthcare marketing, helping organizations across the country embrace online strategies to engage health consumers. Combine his industry savvy with his background in software development and you can see why he’s also an important member of Geonetric’s software team, ensuring our content management system stays a step ahead of market needs. Ben holds a master’s degree in eBusiness and strategic management from the University of Iowa and a bachelor’s degree in computer engineering from the University of Michigan. When he’s not traveling and evangelizing, Ben enjoys cooking with his family and playing the Big House with the University of Michigan Alumni marching band.

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