Over the past month, I’ve been talking with many hospitals and health systems about their online goals (through our Ask Ben consultations) and have consistently been asked about ways to use the Web to promote a service or center of excellence. It’s exciting to see many organizations are interested in promoting the specific initiatives that bring patients in the door.

Using the internet to successfully grow your service line can be a challenge.  As a result, we’re dedicating this month’s Webinar to just this problem.

A number of our clients are using the Web successfully to promote their services. Here’s a snapshot of their programs (we’ll share more details during the Webinar):

• Avera McKennan Hospital and University Health Center is using the Web to take their behavioral health services to a national stage. Through a Web site dedicated to their new Behavioral Health Center and an effective online advertising campaign, they’ve increased awareness of their services and drawn patients from outside their traditional service territory.  In addition, business development staff have been able to use the resources available online in their calls with interested families and referring providers.
• Southern Regional Health System is using Google, Facebook and online advertising techniques to promote their sleep center.  More than 100 people have requested information about sleep studies as a result.
• Genesis Health System used search engine optimization (SEO) and search engine marketing (SEM) to draw attention to their new Cancer Institute.  Genesis has seen an approximately $400,000 in charges attributable to these efforts.

So how are you using the Web to support your key service lines? If you’d like some ideas on how to improve your service line promotions online, contact us today.