You've got it -how to convert existing databases into great web content

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Three case studies of how to take existing content from your organization and reuse, reduce (redundancy) and find new content for free! Interactive Marketers from Nationwide Children's Hospital and The Ohio State University Wexner Medical Center take you through content flow for how to re purpose existing content, find databases within your organization that are chock full of content that your web users could find value from as well as explore what FREE content is available for you to leverage.

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You've got it -how to convert existing databases into great web content

  1. 1. #cmworld You’ve Got It: How to Convert Existing Databases into Great Web Content @cannons @mcdstanley @RCShaull
  2. 2. #cmworld ………………..…………………………………………………………………………………………………………………………………….. We are all consumers of healthcare • Content marketing should be completely driven by what the consumer wants. • Consumers want healthcare information anytime, anywhere
  3. 3. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Believe content marketing is everyone’s job
  4. 4. #cmworld ………………..……………………………………………………………………………………………………………………………………..
  5. 5. #cmworld ………………..…………………………………………………………………………………………………………………………………….. What is content? Image via http://www.toprankblog.com
  6. 6. #cmworld ………………..…………………………………………………………………………………………………………………………………….. plan, plan, plan.
  7. 7. #cmworld ………………..…………………………………………………………………………………………………………………………………….. What have we done? The following example is the result of repurposing. Imagine what you can do when a content marketing plan is unleashed
  8. 8. #cmworld ………………..…………………………………………………………………………………………………………………………………….. How To Use an EpiPen • 2011 patient education need • In-house production (no budget) • Decided to make public for all to benefit from
  9. 9. #cmworld ………………..…………………………………………………………………………………………………………………………………….. How To Use an EpiPen – YouTube Video 2011 Life of video 9/09/13 • 99,754 Views • 143 Days 4 Hours Play Time • 161 Countries • Video embedded in 211 Web sites • 176 Likes, 116 Shares, 127 Favorites, • 40 Comments
  10. 10. #cmworld ………………..…………………………………………………………………………………………………………………………………….. How To Use an EpiPen – News Release 2012 • School legislation for EpiPen usage • Video Embedded in 25 Websites
  11. 11. #cmworld ………………..…………………………………………………………………………………………………………………………………….. How To Use an EpiPen – Page 2012 2013 YTD • 20,229 Total Pageviews • 8,374 Pageviews from Search Engines • 5,228 Direct Traffic Pageviews • 3,862 Pageviews from Other Websites • 1,314 Pageviews from YouTube • Organic traffic was driven by over 126 keywords and phrases.
  12. 12. #cmworld ………………..…………………………………………………………………………………………………………………………………….. How To Use an EpiPen – PediaCast Podcast 2011 and 2013 • PediaCast 259: 1,654 • PediaCast 178: 3,353
  13. 13. #cmworld ………………..…………………………………………………………………………………………………………………………………….. How To Use an EpiPen – Blog Post July 30th As of Sept. 6th • 1,122 page views • Shared on FB = 369 views • Video Lift in Google Search
  14. 14. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Case Study: Repurposing Database Content Find a Doctor 2.0
  15. 15. #cmworld ………………..…………………………………………………………………………………………………………………………………….. • One of the most popular functions of health-related external sites • Great way to connect patients and physicians with care providers • Improved profiles enhance reputation of our physicians and institutions as a whole • OSUWMC experience offered limited insights into each physician and limited comparison points Find a Doctor 2.0: Why it’s so important
  16. 16. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Find a Doctor 2.0 - overview • New & improved design: clean, intuitive & mobile-friendly • Improved and simplified search options – Name – Clinical Expertise (conditions, treatments) – Locations • Showcases “hidden” reliable data buried in internal systems • Provides more relevant content on each provider profile – Education & training – Languages – Highlights, bios and videos
  17. 17. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Old Design
  18. 18. #cmworld ………………..…………………………………………………………………………………………………………………………………….. All care providers display on both the main Medical Center and Cancer websites
  19. 19. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Results Display on Old Site
  20. 20. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Provider Profile on Old Site
  21. 21. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Search Function Keyword Search – • First or last name • Condition or Specialty Browse: • Last name or Specialty
  22. 22. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Search Returns • Sorted alphabetically • Quick view for help with comparing • Filter by Location
  23. 23. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Full profile view: smartphone version
  24. 24. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Name & Credentials Photo – Existing CPD photo resized and enhanced to include different background Highlights – These will be pulled from the bio Specialties and Conditions Treated Overview (Bio) My Care Philosophy Video Full profile view tablet version
  25. 25. #cmworld ………………..…………………………………………………………………………………………………………………………………….. - Locations - Titles, Administrative, Faculty and Endowed - Chairs and Professorships - Research Interests - Board Certifications - Education & Training Fellowships Residency Medical Degree Postdoctoral Education - Insurances Accepted - Additional Languages Spoken - Link to Academic Department/Division Research Studies News Publications Presentations
  26. 26. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Clinical Expertise • Conditions treated & specialties • Old ‘clinical interest’ field was free text, inconsistent and irregularly validated – resulted in inaccurate search results and lack of relevant profiles • Created new ‘clinical expertise’ field  mapped old interest field & validated credentialed specialty field to MeSH terms – MeSH taxonomy (NIH Library of Medicine): National health thesaurus that is appropriate for both lay person and professional, continuously updated, free. • Trained ~60 department administrators on how to use MeSH • Ongoing communications around how important clinical expertise is to our physician profiles and helping patients find what they are looking for
  27. 27. #cmworld ………………..…………………………………………………………………………………………………………………………………….. The new content provider • Photographers • Marketing staff • Writers • Credentialing • Physician Relations • Patient Scheduling • Department/Division administrators • Managed Care • Facilities • Research databases
  28. 28. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Measuring Results • Phase One: Tracking effectiveness of the application • Phase Two: Connecting to other functions • Phase Three: Conversions – Getting to ROI
  29. 29. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Position Yourself as a Trusted Source of Health Information
  30. 30. #cmworld Free!*
  31. 31. #cmworld How to duplicate this online?
  32. 32. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Your Tax Dollars at Work…
  33. 33. #cmworld ………………..…………………………………………………………………………………………………………………………………….. healthdata.gov HDI Starter Kit
  34. 34. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Medline Plus http://www.nlm.nih.gov/medlineplus/ More than 900 consumer Health Topics
  35. 35. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Comparison: Parkinson’s Disease Commercial content provider MedlinePlus
  36. 36. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Other free* content • PDQ -- National Cancer Institute consumer health information • TXT4Tots and text4baby -- HHS API service -- For expectant moms and early infant care -- Text (SMS) messages in different languages • MeSH Taxonomy -- National Library of Medicine directed content organization and tagging structure with associated synonyms to aid search
  37. 37. #cmworld Share art credit: howdoitradestocks.com
  38. 38. #cmworld ………………..…………………………………………………………………………………………………………………………………….. Questions? @cannons @mcdstanley @RCShaull

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