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Web Content is King... Even in Health Care

Date post: 21-Oct-2014
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Content is King!
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Content is King!

Four Pillars of Online Marketing

Web Site• Tell the story

• Explain advantages and benefits

• Build trust

Self Service• Cement loyalty

• Lower operational costs

• Improve process

• Empower clinicians

Social/Mobile • Always

accessible

• Immediate response

• 1-to-1 dialog with hundreds watching

Search• Reach new

patients

• Build a following

• Increase relevance

What is content?

“Without content, the web would be a search box and a check-out cart.” – Ian Alexander @ Eat Media

Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, among other things: text, images, sounds, videos and animations.

According to Wikipedia…

According Chris Sizemore…

“Everything is content.”

• Content is anything that carries meaning and message.

– Text, graphics, audio, video, files (pdf’s), buttons, icons, logos.

• Content is anything that provides value.

– Interactive experiences, across multiple platforms.

• Content is substance.

According to Angie…

• Social media

• Search

• Metrics and analytics

• Mobile

• Behavioral targeting

• Personas

and everything revolves around contentv

Why do you need good content?

People have become a bit distracted…

Visitors

Attracts

Informs

Retains

Engages

Quality Content

• Good content:

– Builds trust with physicians and patients

– Explains advantages and benefits

– Differentiates you from your competition

– Sparks interest

– Builds relationships

– Increases patient volume…

Why should it matter to you?

Tell Specific StoriesProvide

Education for Families

Create a cross-channel narrative

Streamline, optimize content

for web and search

Build Trust and CredibilityEstablish Expertise

Build Patient Relationships and Dialogue

Enhance reputation for

responding

Increase Referrals

Attract and Maintain Clinical

TalentImprove

visit/stays for familiesIncrease

Employee MoraleCreate

Efficiencies

What content can do…

Why you need a content strategy?

• Political

• Hard to manage

• Expensive to maintain

• Takes a lot time and resources

• Not always a priority

• Boring…

because content is…

“Clutter is what happens when we fill a page with things the user doesn’t care about. Replace the useless stuff with links, copy, and content the users really want, and the page suddenly becomes uncluttered.” – Rick Allen

And one more reason you need a strategy…

“Content strategy is the practice of planning for the creation, delivery and governance of useful, usable content.” – Kristina Halvorson – Content Strategy for the Web

Content strategy according to Kristina

Do you need a strategist?

• Content /Inventory Audit

• Competitive Analysis

• User Behavior Research

• Audience Research

• Stakeholder Interviews

• User Testing on Current Content

Before you create your strategy…

• Facilitate the understanding of audiences and produce targeted content.

• Shepherd sustainable, assessable and teachable long-term editorial plans.

• Reduce costs by streamlining and optimizing content, and identifying and eliminating inessential publishing efforts.

• Maximize the value of existing content and content assets.

• Build a cross-channel communications narrative that conciliates web content, print, social media and knowledge management.

• Create realistic estimates and production calendars to help avoid delays and resource/allocation misassumptions.

A strategy can and will…

• Who owns the content?

• What do we have, what’s missing?

• Who are we talking to, and how?

– Who are our audiences?

– How to we want then to feel?

• Where do we place our content and message, and how?

– Layouts, migration strategies, etc.

• How will the content be created and placed?

• How do content assets dynamically relate to one another?

• How to we keep everything organized?

A strategy that governs and questions…

• What is your organization’s mission?

• What relationships do you want your visitors to have with your organization?

• How can your web and social media outlets accomplish this?

• How will your online relationships serve your organizational goals?

Questions that build relationships…

Being

Learning

Doing

Emotional/Feeling StatePsychology, Desires, Needs, Stress Level.

CognitiveEducation, assumptions, learning ability.

PhysicalEnvironment, physical activities, preferences, habits, disabilities, sensory stimuli.

A strategy focuses on audience/persona…

Patients/Families

• New patients

• Families/patients in active treatment

• Families/patients post-treatment at various junctures in their treatment

• Families whose loved ones did not survive

So many audiences, so little time…

Physicians

• Physicians likely to refer a patient

• Medical students

• Potential faculty/medical staff members

Researchers

• Faculty (Current & Potential), Postdoctoral Fellows (Current and Potential), PhD Graduate Students (Current and Potential)

So many audiences, so little time…

So many audiences, so little time…

Donors

Volunteer Groups

• Hospital Volunteers

• Advisory Councils

General public

Media

Government/Regulatory Agencies with influence on research and medical practices

Elected officials (local and national)

• Content Plan Development

• Prototypes and Wireframes

• Information Architecture

• Taxonomy and Metadata Plan

• CMS Customization and Workflow

A few things you should get out of your strategy…

• Content Writing

• Asset Production

• VideoProduction

• Blog Strategy & Implementation

• Social Media Strategy

A few things that will be easier to do with a strategy…

Your WebsiteTells the story.

Explain research advantages and benefits.

Builds trust and global credibility.Online transactions/ conversions.

Research and education.Helps audiences make and validate

decisions.

Social Media Channels

Tells multiple stories.Constantly refreshed.

Immediately responsive to user needs.

Conversation/dialogue based.Shareable.

Distinct sub-personas/ characters possible.

Perpetuates relationship.

Including a social media strategy…

• Content Editorial Strategy

• Content Governance Plan

• Testing and Reporting

• Web Content Training/Workshops

Maintaining with a strategy…

• Created for and appropriate for its specific audience

• Understands the environment/experiential framework around patient needs

• Useful and usable

• Visitor-centric

A good strategy produces content that is…

• Clear, consistent, concise and follows web standards

• Supported by IA and design

• Governed/curated

• Tested, tested tested!

• Sustainable within the context of the organization

Analyzing your content

Often numbers do not speak as loudly as they should because you are missing one simple ingredient: context. – Avinash Kaushik

Context of your content

Meaningless…

Do these numbers help you?

A bit better…

Quite helpful…

Analytics help identify and evaluate content issues and provide insighton how best to fix those issues.

• Which content is driving patient inquiries or even volume?

• What is the best channel to communicate to patients?(social media, mobile etc.)

• How do I know who is getting the message?

• How are people finding the content? (search, navigation, direct)

• Is it relevant to them once they find it?

Questions that you want to know…

“Goals provide context and context provides meaning.” – Rick Allen

What is the meaning?

• What do you want to accomplish with your content?

– Increase patient volume

– Improve relationships

– Class and event sign-ups

– Improve donations

– Improve physician relations

Goals for your content

Successful Web Presence

Quantitative Analysis

Level of Web Assessment

Valu

e to

Sys

tem

Qualitative Metrics

Industry Analysis

Contextual KPIs

Organizational Outcomes

Subjective Opinions

Measuring Success

What about search and content?

• Is it search engine friendly?

– Some would say if it is search engine friendly it is visitor friendly and vice versa.

Can anyone find your great content…

• What about your code?

– Do you have a consistent URL structure?

– Crawler friendly code?

– XML Sitemap?

– Are there broken links?

– Are redirects in place?

A couple of questions to ask the tech guys…

• And your site’s architecture?

– Metadata

– Meaningful links

– Page relationships

– Alt tags

Can anyone find your great content…

• Who is linking to your content from external sites?

– Building authority with credible sites

– Are they using the right anchor text?

Does anyone want your content?

Some Examples

Questions?

[email protected]@matt_dillingham@medtouch


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