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

JANUARY

Top Five Content Trends for 2013

FEBRUARY

The Content Conundrum

MARCH

Content Marketing for Healthcare

About GeonetricGeonetric 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.

Today’s Presenters

Ben Dillon, MBAVice President &

eHealth EvangelistGeonetric, Inc.

Grant SanbornDirector of Interactive

MarketingHCA Capital Division

Michelle LeCompteDirector of Content

ServicesGeonetric, Inc.

This is Hard Work!

Good Content Matters

Why Good Content Matters• Helps with:

– Visitor acquisition

– Visitor education

– Visitor engagement

– Visitor persuasion

Visitor Acquisition

Infographic source: http://www.ravenshoegroup.com/blog/2011/search-engine-optimization/search-engine-optimization-infographic-2

This more than

doubled monthly profile views for Dr. Keating!

Visitor Education

Education Supports Decision Making

Visitor Engagement

Content Directs to

Action

Visitor Persuasion

The Web is the Only Place Where You Reveal the

Complete Picture

Physicians

Where Does Content Come From?

Three Approaches• Licensed content

• Customized content – Write it yourself

– Hire someone to write it for you

Licensed Content• What can you license?

• What role can that play in your site?

• How do I maximize the benefit?

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

Does This Match Your

Goals?

SEO Challenges ofSyndicated Content Libraries

Maximizing Health Library Value

• Don’t put your investment in a silo

• Integrate it in!

Integrated Health

Libraries

Can I Write My Own Content?

Custom ContentHiring the Pros vs. Writing it Yourself

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

The Content Development Process

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

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

Content AuditPage Title Notes

Orthopaedic Care at JW HospitalPull value proposition into system-wide landing page

Joint Replacement Strength & Fitness Add to Ortho Rehab pageJoint Information Classes 2010 Delete - outdatedOrthopaedic Rehabilitation Keep and editOrtho & Spine Contact Information

Pull into centralized contact page

Orthopaedic Care Facilities Generate dynamicallySpine Surgery Keep and editSpine Surgery at JW Delete - duplicate

Gap Analysis

Available Services

Visible Services

Diabetes CareEmergency Services

Heart & VascularSurgical ServicesWound Healing

Diabetes CareEmergency Services

EndoscopyHeart & VascularPhysical Therapy Sports MedicineSurgical Services

Transplant SurgeryWound Healing

Visible Services

Diabetes CareEmergency Services

EndoscopyHeart & VascularPhysical Therapy Sports MedicineSurgical Services

Transplant SurgeryWound Healing

Gap Analysis

Information ArchitectureServices(primary)

Cancer Care Heart & Vascular Neuroscience & Stroke Orthopedics & Spine Women’s

ServicesCenters

for Surgical

Innovation

Community Wellness

Complex Care

Diabetes Care

Emergency Care

Emotional Health

and Wellness

Endoscopy Services

Hospice Care

Hospitalists

Intensive Care

Pain Managem

ent

Palliative Care

Pediatric Care

Primary Care

Pulmonary Care

Rehabilitation

Services

Sleep Center

Sports Medicine

Surgical Services

Surgical Weight

Loss

Tests & Imaging

TransplantWorkplace Wellness

Wound Healing

Research

Subject experts

Source material

Market

What You

OfferWhy

You’re the First

Choice

Message Mapping

Orthopedic & Spine

Navigation

Pages

Key messages

Calls to action

LinksDynamic contentLicensed

contentImages &

video

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

The Content Conundrum Video

Watch the VideoInterested 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!

New White Paper Available

Get to the Point: Web Writing for HealthcareYou 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!

Next Month’s Webinar

Content Marketing for HealthcareMarch 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.

The End