Every organization needs great online content. But who’s got the time to develop and maintain it all? Learn content sourcing best practices. We’ll discuss when it makes sense to develop your own content, license it or hire a professional writer. We’ll cover the best in provider directories, health libraries and service line content. And we’ll help you ensure that no matter where your content comes from, your site presents a single user experience.
In this webinar, you’ll learn how to:
Understand the role content plays on your website and what it takes to make good content
Determine what content should be written internally and what should be licensed
Determine when content should be written by internal contributors versus professional writers
Integrate health library content into your website
Develop engaging provider profiles from your credentialing system
Leverage content that entices repeat visits
Create a content governance program
Present a single user experience
Escort Service Call Girls In Sarita Vihar,, 99530°56974 Delhi NCR
The Content Conundrum [WEBINAR]
1. The Content Conundrum
BEN DILLON, VP & EHEALTH EVANGELIST, GEONETRIC
MICHELLE LECOMPTE, DIRECTOR OF CONTENT SERVICES, GEONETRIC
GRANT SANBORN, DIRECTOR OF INTERACTIVE MARKETING, HCA CAPITAL DIVISION
2.
3. JANUARY
Top Five Content Trends for 2013
FEBRUARY
The Content Conundrum
MARCH
Content Marketing for Healthcare
4. About Geonetric
Geonetric is a healthcare marketing agency and software
developer providing leading hospitals and medical
practices with marketing services and software solutions
specific to the healthcare industry.
5. Today’s Presenters
Ben Dillon, MBA
Vice President &
eHealth Evangelist
Geonetric, Inc.
Grant Sanborn
Director of Interactive
Marketing
HCA Capital Division
Michelle LeCompte
Director of Content Services
Geonetric, Inc.
19. Three Approaches
• Licensed content
• Customized content
– Write it yourself
– Hire someone to write it for you
20. Licensed Content
• What can you license?
• What role can that play in your site?
• How do I maximize the benefit?
21. Licensed Content Has a Place
Acquisition Education Engagement Persuasion
Licensed X X
Custom X X X X
• Rarely worth creating when you can license
• Also a great source of video and image content
• You can’t license content for everything!
• There’s a difference between library content and talking
about what you treat
• Make sure syndicated content fits your goals
28. Do it Yourself
• Keep it centralized
– Bandwidth
– What can you set aside to
get this done?
• Spread the wealth
– Skills
– Editorial control
– Mentorship and training
• And it’s still hard to get
consistency and quality
Hiring a Pro
• Buying bandwidth to get
it done
• This is technical – you
need writers with
healthcare expertise
• Fewer writers helps with
consistent voice and
quality
• Do content reviews as
you go
30. Developing Custom Content
What Do You Have?
• Content Inventory
• Content Audit
What Do You Need?
• Gap Analysis
• Information
Architecture
How Do You Tell
Your Story?
• Research
• Message Mapping
31. Content Inventory
Page Title
Orthopaedic Care at JW Hospital
Joint Replacement Strength & Fitness
Joint Information Classes 2010
Orthopaedic Rehabilitation
Ortho & Spine Contact Information
Orthopaedic Care Facilities
Spine Surgery
Spine Surgery at JW
32. Content Audit
Page Title Notes
Orthopaedic Care at JW Hospital
Pull value proposition into
system-wide landing page
Joint Replacement Strength &
Fitness Add to Ortho Rehab page
Joint Information Classes 2010 Delete - outdated
Orthopaedic Rehabilitation Keep and edit
Ortho & Spine Contact Information
Pull into centralized contact
page
Orthopaedic Care Facilities Generate dynamically
Spine Surgery Keep and edit
Spine Surgery at JW Delete - duplicate
33. Gap Analysis
Available Services
Visible Services
Diabetes Care
Emergency Services
Heart & Vascular
Surgical Services
Wound Healing
Diabetes Care
Emergency Services
Endoscopy
Heart & Vascular
Physical Therapy
Sports Medicine
Surgical Services
Transplant Surgery
Wound Healing
34. Visible Services
Diabetes Care
Emergency Services
Endoscopy
Heart & Vascular
Physical Therapy
Sports Medicine
Surgical Services
Transplant Surgery
Wound Healing
Gap Analysis
35. Information Architecture
Services
(primary)
Cancer Care
Heart &
Vascular
Neuroscience
& Stroke
Orthopedics
& Spine
Women’s
Services
Centers for
Surgical
Innovation
Community
Wellness
Complex Care Diabetes Care Emergency Care
Emotional Health
and Wellness
Endoscopy
Services
Hospice Care
Hospitalists Intensive Care Pain Management Palliative Care Pediatric Care Primary Care Pulmonary Care
Rehabilitation
Services
Sleep Center Sports Medicine Surgical Services
Surgical Weight
Loss
Tests & Imaging Transplant
Workplace
Wellness
Wound Healing
44. TWEET IT: #GEOLIVE
Questions?
• To learn more:
– Contact us
– 800.589.1171
– Kevin. Stejskal@Geonetric.com
• Visit our website:
– www.geonetric.com
• Connect with us
– @geonetric
45. The Content Conundrum Video
Watch the Video
Interested in learning more and hearing the content
experts talk about healthcare content that performs?
Visit our website to watch a free recording of our
popular webinar.
Watch the Content Conundrum webinar!
46. New White Paper Available
Get to the Point: Web Writing for
Healthcare
You know you need great content on your hospital’s
website. But writing it and managing it is a big job. This
white paper will help. We’ll answer your top content
questions and explain the fundamentals of writing good
content for the Web.
Request your free copy!
47. Next Month’s Webinar
Content Marketing for Healthcare
March 28 - 3:00 p.m. Central Time
The key to a successful content marketing strategy? Stop talking about
your organization and start talking about what your audience wants to
hear. Content marketing is about creating valuable material that builds
your brand in the marketplace. Attend this webinar to learn how to
develop a content marketing program. We’ll discuss the basics of
content marketing, showcase healthcare examples, and highlight how
to use it to develop real relationships with your audience.
The Content ConundrumFebruary 21, 2013 – 3:00 p.m. CTEvery organization needs great online content. But who’s got the time to develop and maintain it all? Join us to learn content sourcing best practices. We’ll discuss when it makes sense to develop your own content, license it or hire a professional writer. We’ll cover the best in provider directories, health libraries and service line content. And we’ll help you ensure that no matter where your content comes from, your site presents a single user experience. In this webinar, you’ll learn how to:Understand the role content plays on your website and what it takes to make good contentDetermine what content should be written internally and what should be licensedDetermine when content should be written by internal contributors versus professional writersIntegrate health library content into your websiteDevelop engaging provider profiles from your credentialing systemLeverage content that entices repeat visitsCreate a content governance programPresent a single user experienceRegister for The Content Conundrum webinar.
Geonetric is a healthcare marketing agency and software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry.http://www.geonetric.com/services/
Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo. Michelle LeCompte is Geonetric’s own “crazy content lady”… <<>>As Director of Interactive Marketing for HCA's Capital Division, Grant Sanborn has wide-ranging tactical and strategic responsibilities relating to how technology can be effectively used to improve and expand direct-to-consumer marketing in the healthcare marketplace. He oversees interactive marketing efforts for 17 hospitals in four states while based at Portsmouth Regional Hospital in New Hampshire. Grant has been involved in interactive marketing since 1996, where he worked for a New York City-based marketing and PR firm that helped launch Amazon.com, Priceline.com, LendingTree and many others.
The Content ConundrumFebruary 21, 2013 – 3:00 p.m. CTEvery organization needs great online content. But who’s got the time to develop and maintain it all? Join us to learn content sourcing best practices. We’ll discuss when it makes sense to develop your own content, license it or hire a professional writer. We’ll cover the best in provider directories, health libraries and service line content. And we’ll help you ensure that no matter where your content comes from, your site presents a single user experience. In this webinar, you’ll learn how to:Understand the role content plays on your website and what it takes to make good contentDetermine what content should be written internally and what should be licensedDetermine when content should be written by internal contributors versus professional writersIntegrate health library content into your websiteDevelop engaging provider profiles from your credentialing systemLeverage content that entices repeat visitsCreate a content governance programPresent a single user experienceRegister for The Content Conundrum webinar.
Having worked with healthcare organizations specifically on digital communications for more than a dozen years, no problem looms larger than content. The web redesign happens and the health system arranges for the technology, design, information architecture, navigation and all of the “interactive bits”. But when it comes to content…we can write! We’re all literate. All of us write in our jobs all of the time. But the size of the task…An average hospital website has more than 1,500 unique content pages that they’re managing! That’s pages, not doctor profiles or health libraries or forms. Pages of content.A good redesign requires time spent with each and every page and typically more than a third of those pages need substantial rewriting. Figure a few hours of work per page to interview, write, review…And if you start behind…It’s really tough to ever catch up because there’s the ongoing process of new content needs and just maintaining what you have.
Last month – top trendsNext month – One of the key elements in inbound marketing - content marketing. Using content to win friends and influence people. (will touch on this just a little today as well)Today – content sourcing. Where do you get it/how do you use it/how do you maintain it. (The value of licensed/syndicated content, how to develop a content development competency, etc.)NOT writing for the web – have no fear, we did that around Nov last year, see the archive.
As Kevin mentioned, I’m very excited to two very special guests with me today. I’ll be covering the case for being serious about online content and content sourcing options Michelle LeCompte, Geonetric’s “Queen of content” will walk through the content development process and what it takes to have a content development competency whether that exists within your organization or if you utilize outside professionalsThen we’ll talk with Grant Sanborn, Director of Interactive Marketing for HCA’s Capital Division about the major content overhaul accompanying the recently relaunched HCA Capital Division site.
This is hard. We’re going to share how to do this right and it’s not easy or cheap.
<<grab organicsearch pcts for STAT>>
Name, specialty, etc. But that doesn’t give the search engines much to grab on toOr patients for that matterGive them something (like this example) and it changes the game
People come for information. What services do you offer? Or more likely, do you offer this service that I need? What is this thing I’ve just been diagnosed with?
Engagement is a concept, not a metric. When people get to your site, do they find something worthwhile? Do they find what they’re expecting? Are they making a connection with you that brings them closer to making a decision or selecting your organization to receive services? We can’t measure that connection, but we can use some proxys to get a sense of how we’re doing. Do people see a single page and then leave? Looking at that page, is that what we wanted them to do? We can also build with intent to lead visitors logically to the information of interest to them.
Heart services pageGood content, but also:Connections to cardiologists, Videos,Deeper service line infoPreventive screeningsInfo on their heart hospitalPatient testimonialsOther heart resources
Persuasion isn’t helping them make a choice about whether to take a drug or have a surgery. It’s encouraging them to do what they’re going to do at YOUR facility.
this is the only place where you represent the full scale of what your organization offers. Do this well!
Marriage of those approaches. Not just one or the other
-Syndicated content fail-“HeartCaring involves a three-prong approach to planning and implementation that includes hospitals, clinicians, and consumers in an effort to increase gender-sensitive heart disease awareness. The need for a gender-sensitive approach to cardiology is underscored by the growing body of research that reveals an under-diagnosis of heart disease in women as well as variations in clinical indicators, symptoms, and treatment regimens.”This should be persuasive content. What makes this hospital BETTER because they do SoWHC? What does this mean to me?See this all of the time with stock content on robotics, machines, etc. Great content targeted at YOU as the audience, not at YOUR audience.
Duplicate content penaltiesNoIndex tags
Content as you go – in case they’re missing the mark
Is it any good? What’s your story – how do you tell it?Like a publication – editorial flowHard work, have to go through it, need experts with digital publishing experience and healthcare knowledgeGap analysis – point Ben made about your website being the one place where you communicate the full spectrum/range of your servicesResearch: Stakeholders, subject experts, source material, value proposition, market, audience…
Quantitative – aerial view of all the content you haveThis represents a very small segment of what you might find when you inventory orthopedic – make that orthopaedic - content
Labor-intensive, no way around it. Need to open each page and assess value, relevance, purpose. If average site has 1500 pages, can appreciate the work involved.
Identified gap by identifying all services offered and comparing this to services currently communicated on the Web. Process: interviews, source material, master services list.
Source material: how do you tell your story in other media? All the slices of information.Subject experts: What are your primary services and treatments?Why should consumers or referring physicians choose you?What specific technologies should we highlight?What are the benefits to patients?Market: Primary audiences – what do they need to know/want to do?Competitors – how are they positioned?
In-depth information architecture. Blueprint for what is written, how it connects to other content, how it leverages CMS capabilities and licensed content – and most important, how it supports visitor education and drives patient acquisition.
Like a publication – editorial flowHard work, have to go through it, need experts with digital publishing experience and healthcare knowledgeGap analysis – point Ben made about your website being the one place where you communicate the full spectrum/range of your servicesResearch: Stakeholders, subject experts, source material, value proposition, market, audience…
related physicians, value proposition, CTA, links to related content, even videos (not visible)
All links go to health library content, for e.g. Osteoarthritis…
http://hcavirginia.com/hl/?/11643/
<<Update host’s name>>
Unable to attend the webinar? No problem…we recorded it! http://www.geonetric.com/resources/webinars/2013/content-conundrum/
Companion Whitepaper
Content Marketing for HealthcareMarch 28, 2013 – 3:00 p.m. CTThe key to a successful content marketing strategy? Stop talking about your organization and start talking about what your audience wants to hear. Content marketing is about creating valuable material that builds your brand in the marketplace. Attend this webinar to learn how to develop a content marketing program. We’ll discuss the basics of content marketing, showcase healthcare examples, and highlight how to use it to develop real relationships with your audience.In this webinar, you’ll learn how to:Establish a content marketing programUse content marketing in a healthcare environment to build service line volumeCreate content that is truly valuable and gets sharedGo beyond social media as a content marketing strategyRegister for the Content Marketing for Healthcare webinar.
Questions: Having issues with physician buy-in of licensed health libraryCan we use the images and video from a health library in our own pages?