The Content Conundrum [WEBINAR]

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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

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  • 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?
  • The Content Conundrum [WEBINAR]

    1. 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. 2. JANUARY Top Five Content Trends for 2013 FEBRUARY The Content Conundrum MARCH Content Marketing for Healthcare
    3. 3. 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.
    4. 4. 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.
    5. 5. This is Hard Work!
    6. 6. Good Content Matters
    7. 7. Why Good Content Matters • Helps with: – Visitor acquisition – Visitor education – Visitor engagement – Visitor persuasion
    8. 8. Visitor Acquisition Infographic source: http://www.ravenshoegroup.com/blog/2011/search-engine- optimization/search-engine-optimization-infographic-2
    9. 9. This more than doubled monthly profile views for Dr. Keating!
    10. 10. Visitor Education
    11. 11. Education Supports Decision Making
    12. 12. Visitor Engagement
    13. 13. Content Directs to Action
    14. 14. Visitor Persuasion
    15. 15. The Web is the Only Place Where You Reveal the Complete Picture
    16. 16. Physicians
    17. 17. Where Does Content Come From?
    18. 18. Three Approaches • Licensed content • Customized content – Write it yourself – Hire someone to write it for you
    19. 19. Licensed Content • What can you license? • What role can that play in your site? • How do I maximize the benefit?
    20. 20. 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
    21. 21. Does This Match Your Goals?
    22. 22. SEO Challenges of Syndicated Content Libraries
    23. 23. Maximizing Health Library Value • Don’t put your investment in a silo • Integrate it in!
    24. 24. Integrated Health Libraries
    25. 25. Can I Write My Own Content?
    26. 26. Custom Content Hiring the Pros vs. Writing it Yourself
    27. 27. 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
    28. 28. The Content Development Process
    29. 29. 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
    30. 30. 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
    31. 31. 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
    32. 32. 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
    33. 33. Visible Services Diabetes Care Emergency Services Endoscopy Heart & Vascular Physical Therapy Sports Medicine Surgical Services Transplant Surgery Wound Healing Gap Analysis
    34. 34. 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
    35. 35. Research Subject experts Source material Market What You Offer Why You’re the First Choice
    36. 36. Message Mapping Orthopedic & Spine Navigation Pages Key messages Calls to action Links Dynamic content Licensed content Images & video
    37. 37. 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
    38. 38. 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!
    39. 39. 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!
    40. 40. 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.
    41. 41. The End

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