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.