As healthcare organizations develop or expand joint ventures with medical groups and independent physicians, representing that collaboration on the Web requires thoughtful strategy. It’s a challenge, but when you’re successful, the result is a Web presence that connects with your visitors and provides a deep understanding of the breadth and value of your services. Learn how Cone Health Medical Group in Greensboro, North Carolina worked with Geonetric to effectively communicate its system brand online while considering individual physician practice identity. Through this in-depth case-study presentation, you’ll learn the secrets behind our multifaceted strategic process that led to a cohesive and intuitive Web presence for this medical group.

1. Website Strategy and Content
for Medical Groups

2. About Geonetric
• Sophisticated CMS, VitalSite, designed for healthcare
• Responsively-designed websites and intranets
• Effective, cross-channel marketing campaigns
• Content development and strategy
www.geonetric.com

3. Geonetric Clients

4. Webinar Information
• Webinar lasts one hour
• Enter questions at any time
• Recording will be posted in our webinar archive within 48
hours
• Please take the post-webinar survey which will appear at
the conclusion of the webinar
• Follow along on Twitter using the #Geonetric hashtag

5. Takeaway: Web Writing for
Healthcare eBook
Fill out the survey at the end of
today's webinar for this free eBook!
A comprehensive guide for healthcare
content development and content marketing
strategy
Packed with examples of great healthcare
writing in practice, including the case study
we will be covering today.

6. Today’s Presenters
Anne Kapler
Web Strategist and Writer
Geonetric
Matt McKinney
Digital Communications
Manager
Cone Health
Maggie Wright
Senior Content Strategist
Geonetric

7. Website Strategy and Content
for Medical Groups

8. Who is Cone Health?

10. Components of a
Medical Group Microsite

11. Building a Microsite
Discover Structure Design Write Launch

12. Building a Microsite
Discover Structure Design Write Launch
Discover

13. Building a Microsite
Stakeholders
Subject Matter Experts
Decision Makers
Leadership
Providers
Content Creators
Patients
Web Team
Site Visitors

14. Discovery

15. 100+ physical practice locations
52 independent practice websites
26 practices with no Web presence
Discover Structure Design Write

18. Challenges
• Lack of a cohesive brand
– Unbranded connection among individual sites
– Patients didn’t know what services were offered, by who, and
where
– Missing, inconsistent or outdated content
• Weak focus on benefits of being part of the Cone Health
network
• Governance
Discover Structure Design Write

19. Structure

20. Discover Structure Design Write
• Strategy Development
– Overall system-wide strategy
– Brand and message integration
– Information Architecture

21. Discover Structure Design Write
• Strategy Development
– Overall system-wide strategy
– Brand and message integration
– Information Architecture

22. Discover Structure Design Write
• Strategy Development
– Overall system-wide strategy
– Brand and message integration
– Information Architecture

23. Design

24. Discover Structure Design Write
• Collaboration, Discovery & Creation
– Internal collaboration between content strategy and design
– Site preferences survey
– Gathering of design artifacts, considering Cone Health’s look and
feel
– Design hypothesis
– Design comps & templating

25. The New CHMG

26. Discover Structure Design Write

27. Highlight
Providers

28. Discover Structure Design Write

29. Discover Structure Design Write

30. Highlight
Services

31. Discover Structure Design Write

32. Highlight
Locations

33. Discover Structure Design Write

35. Highlight
Network

36. Discover Structure Design Write

37. Content Development

38. Discover Structure Design Write
• Understanding of content goals
• Communicating at the system level for all service lines while leaving
room for highlighting individual practices
• Prioritized having a wide range of services represented vs. a deep dive
into any given service line
Laying the Groundwork:
System-Wide Content

39. Discover Structure Design Write
• Expectation set from senior leadership at CHMG
• Leadership contacted key service line experts
• Communicated importance of quick response
• Explained project goals
Laying the Groundwork:
Internal Expectations

40. Discover Structure Design Write
• Conducted a services gap analysis based on current website
content
• Reached out to SMEs to gather additional and updated
information by email or phone
Content Discovery

41. Content Project Goals
• Highlight CHMG’s distinctive partnership driving exceptional care
• Feature unique services, qualifications and programs on service line
pages
• Make content scalable
• Create single pages for shared information
Discover Structure Design Write

43. System-Wide Approach
Communicates system brand
values for women’s health
care including:
• Services
• Providers
• Locations

44. System-Wide Approach
Calls attention to Cone
Health Women’s Hospital
and Cone HealthLink, which
communicates that CHMG is
part of the Cone Health
Network.

45. System-Wide Approach
Highlights CHMG
providers at different
locations that provide
specialty services

46. Designed for Growth
• Built page structure to allow website to evolve as more
practices and services come into the network
Discover Structure Design Write

48. Central Location for Patient
Information
• Centrally located information
• Single source of information
• Benefit:
– Easy maintenance: only one place to update
– Consistent message across the network
– Smooth user experience
Discover Structure Design Write

52. Outcomes of the Project
• Bold new site with brand new content
• Created a strong, branded connection among all
member practices
• Improved online user experience
• Internal alignment on how providers talk about
themselves as a part of the network
• Agreement on the public voice of the organization
Discover Structure Design Write

53. Key Takeaways
• Get internal buy-in from leadership
• Prioritize website project
• Set goals at beginning of the project
• Incorporate continual discovery into your process
• Look for ways to use content project to achieve other
internal goals
• Consider a phased approach

54. Questions?

55. Takeaway: Web Writing for
Healthcare eBook
Fill out the survey at the end of
today's webinar for this free eBook!
A comprehensive guide for healthcare
content development and content marketing
strategy
Packed with examples of great healthcare
writing in practice, including the case study
we will be covering today.

56. Thank You