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Want to make your health content smarter than Google?

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Presentation from Greystone Healthcare Internet Conference 2016

Published in: Marketing
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Want to make your health content smarter than Google?

  1. 1. Make Your Health Content Smarter than Google Mike Maloney, University of Vermont Medical Center Ahava Leibtag, Aha Media Group November 9, 2016
  2. 2. University of Vermont Medical Center • Flagship hospital for 5-hospital system • Serve 1 million people in Vermont and northern New York • Teaching hospital • Only academic medical center in state • Only Level 1 trauma center in Vermont
  3. 3. Aha Media Group • Offers content strategy and content marketing consultancy • Specialize in content strategy, web writing and content marketing solutions for hospitals and health systems • Provides a team of content strategists and content writers with expertise in healthcare communications
  4. 4. 5 Year Partnership 2012: First work together 2014: Rebrand & redesign 2017: Update & redesign
  5. 5. Today Part I: How do people search for healthcare information? Part II: How can you deliver high-value content that prospective patients want? Part III: How can you build a content strategy that draws more traffic to your site? Part IV: Lessons learned
  6. 6. Part I: How do people search for healthcare information?
  7. 7. How do Health Searches Happen? • 84% of patients use both online and offline sources for hospital research • Search drives nearly 3x as many visitors to hospital sites compared to non-search visitors • Patients search on symptoms and condition terms until conversion • Patients who book an appointment conducted 15+ searches Source: 2012 Google/Compete Hospital Study “The Digital Journey to Wellness”
  8. 8. Health Topics Most Researched Top 3: 1. Diseases or conditions 2. Treatments or procedures 3. Doctors or other health professionals Source: 2012 Google/Compete Hospital Study “The Digital Journey to Wellness”
  9. 9. What Patients Want to Know • What’s wrong with me? • How can it be fixed? • Who’s going to fix it? • What will it cost? • Is there free WiFi?
  10. 10. The Internet as a Diagnostic Tool
  11. 11. Google health information
  12. 12. What does this mean for marketers?
  13. 13. Part II: How can you deliver high-value content that prospective patients want?
  14. 14. Don’t Try to Be WebMD
  15. 15. Most Important Info on Hospital Site National Research Corp: hctransparency.org
  16. 16. Highlight Organization’s Offerings • Your specialists/expertise • Conditions treated & your hospital’s approach • What patients should expect • Patient testimonials • Metrics: quality, satisfaction, volume, cost • Competitive differentiators • Facilitate access
  17. 17. Part III: How to build a content strategy that supports this
  18. 18. UVM Case Study: Objectives 1. Offer robust health information to attract quality traffic 2. Instill confidence 3. Lead visitors to take action
  19. 19. Content Strategy • Develop original content • Feature our experts and expertise • Promote conditions, treatments and specialists • Optimize underutilized content
  20. 20. Tactics • Develop condition & department content • Feature experts on blog • Enhance provider directory bios • Implement comprehensive SEO strategy • Targeted paid advertising strategy • Leverage health library to fill gaps
  21. 21. Department & Condition Content
  22. 22. Blog
  23. 23. Provider Bios
  24. 24. SEO Strategy • Perform audit of on/offsite SEO • Optimize content & page elements • Implement internal linking strategy • Add consistent calls to action
  25. 25. Have a Health Library? Here’s How to Use It. 1. Fill gaps 2. Provide comprehensive related info 3. Serve up related relevant content: blogs, videos or social media sites 4. Include CTAs and internal links
  26. 26. Hybrid Page
  27. 27. Part IV: Results
  28. 28. 17% Rise in Organic Traffic: Depts & Conditions 15,000 16,000 17,000 18,000 19,000 20,000 21,000 22,000 23,000 Sessions Departments & Conditions
  29. 29. 33% Rise in Organic Traffic: Blog 1,500 1,700 1,900 2,100 2,300 2,500 2,700 2,900 Sessions Organic Traffic to Blog
  30. 30. 46% Rise in Organic Traffic: Providers 5,000 6,000 7,000 8,000 9,000 10,000 11,000 12,000 13,000 Sessions Organic Traffic to Provider Profiles
  31. 31. Measure Content Engagement 1:21 3:21 0:00 0:28 0:57 1:26 1:55 2:24 2:52 3:21 3:50 W/O Video With Video MD Profile Time on Page 75-100%
  32. 32. 258% Rise in Paid Traffic 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 Sessions Paid Traffic
  33. 33. Goal Accomplishment 1,500 1,700 1,900 2,100 2,300 2,500 2,700 2,900 3,100 3,300 Click-to-Call Actions (53%) 1,500 6,500 11,500 16,500 21,500 26,500 Doctor Tab Clicks (425%) 50 70 90 110 130 150 170 190 Online Appt Requests (85%)
  34. 34. Part IV: Lessons Learned
  35. 35. Prioritize • Analytics and site search queries • Marketing priorities • Highly trafficked pages • High patient volumes • Opportunities for conversions
  36. 36. Plan • Personas • Page purpose • Content template • Define CTAs/success measures • Test, test and test again • Identify resources
  37. 37. Tools
  38. 38. Execute If using an external vendor: • Treat as a strategic partner • Use internal point persion – Identify SMEs – Do hand-off – Remove roadblocks • Regular status check-ins
  39. 39. Monitor & Enhance • Watch your analytics • Check CTA performance • Use heat mapping and click tracking • Measure user satisfaction • Look at how to add additional value (video, podcast, blog) • Review content with SME once a year
  40. 40. Questions?
  41. 41. Thank you! Mike Maloney University of Vermont Medical Center mike.maloney@uvmhealth.org Ahava Leibtag Aha Media Group ahava@ahamediagroup.com

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