Web Content Strategy for Medical Groups


The front door to your healthcare organization is not your flagship hospital. It’s not your emergency room or your wellness center. It’s not your most well-known community event. Your front door—the place most of your patients first and most regularly experience your brand—is your primary care practices.

Your primary care practices tell your patients who you are. They display your logo, advertise your network and demonstrate your brand values. They make referrals to other specialists in your organization. From your primary care practices, all roads lead directly into your network.

Why not create the same experience online? Why not coordinate the efforts, messages, and visual designs across not only your hospitals, but also your medical groups? Why not make those same connections on the Web that your physicians are already making in real life?

Make Connections on the Web
It makes sense to broaden your reach by having physical locations conveniently spread across your service area. But in a non-tangible space, like the web, it’s more convenient—and more effective— to aggregate all your “locations.”

When you coordinate your medical group and system-level websites, site visitors benefit from a central place to find all the information they need. Your physicians benefit from the strength and resources of your brand.

And you, as a healthcare marketer, have a Web presence that’s easier to manage—especially with a healthcare-specific CMS like VitalSite that dynamically displays relevant information where patients want it and need it.

The end result? Your site visitors increasingly become engaged members of your health network.

A Case Study: Cone Health and Cone Health Medical Group
Cone Health and Cone Health Medical Group in North Carolina made the commitment to create coordinated, interrelated websites that provide their audiences with the right information, at the right place, at the right time.

Their efforts to create a medical group website that builds and enhances relationships between patients and providers will be showcased at our next webinar, Website Strategy & Content for Medical Groups, on October 21, 2015.

Join us for this webinar and learn how a strategic approach to content structure and patient-focused content development helped them overcome organizational challenges to create a unified, distinctive Web presence for more than 100 front doors to their organizations.

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This entry was posted in Admin Feed, Best Practices, Content, Geo.com Homepage Panel by Maggie Blaisdell. Bookmark the permalink.
Maggie Blaisdell

About Maggie Blaisdell

Maggie’s more than just a great content strategist. She brings a strong background in marketing communications and graphic design to her role as both a product owner and content strategist – allowing her to see content as a piece of the bigger picture and how it can support both organization and user goals. Maggie holds a bachelor’s degree from Mount Mercy University in marketing and communications with a minor in art and a focus in graphic design. This ceramic artist and photographer is an active member of the Cedar Rapids Jaycees, an organization that donates its proceeds back into the local community. Maggie’s known for her drastic hair changes, but it’s not a fashion statement. It’s for a cause. Over the last few years she has donated her hair to Beautiful Lengths helping to provide real-hair wigs to women living with cancer.

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