eHealth Articles & White Papers

Wellness and Health Promotion with VitalSite

David Sturtz - Product Manager

For healthcare providers, wellness campaigns translate into increased revenue streams, improved brand awareness, and ultimately, healthier patients. VitalSite users have a wealth of tools at your disposal to make sure your wellness campaign is effective. Consider incorporating the following into your campaign:

 

Microsites: Give your wellness campaign a unique identity by launching a VitalSite microsite with a custom appearance. Combine this with a vanity URL that's SEO-friendly and easy to remember, and you can increase the effectiveness, reach and engagement of your wellness campaign.

Mobile: A growing number of users interact with content using mobile devices, so be sure you are connecting with them through an experience optimized for smart phones. VitalSite easily creates mobile templates, and when a visitor views a site using a mobile device, it automatically directs visitors to the mobile-friendly content.

Interactive Media: Go beyond text and give your audience a remarkable experience that incorporates images, video and audio. Consider short daily motivational videos for smoking cessation, weight loss, fitness or other topics your audience can use to achieve their goals. You can even post your videos to YouTube and stream them through your content pages using VitalSite's built-in video player.

Event Registration: Don't just post an event date and description to your site; allow users to register using VitalSite. Once registered, you can promote participation by sending reminders and recruitment appeals leading up to the event. You can even use the information you collect in the future for continued outreach.

Calls to Action: Avoid passive content that informs but doesn't engage. Encourage your audience to participate in your campaign by using VitalSite's interactive forms. Have people commit to wellness goals, offer daily health journals with exercise and food diaries, or come up with a completely novel way to engage your audience.

SmartPanels: Integrate your campaign with your service lines, doctors, calendars and wellness content via VitalSite's SmartPanels. This provides an excellent opportunity to drive visitors from your standard site to your wellness section. Conversely, you can use SmartPanels to drive visitors to your wellness microsite to register for relevant events and schedule appointments with physicians who can help them meet their goals.

Social Media: Incorporate a social media strategy into your campaign. This encourages visitors from your social media activities to visit your campaign pages, and provides easy ways for them to share your content with friends and colleagues.

Blogging: Add a blogging program to your wellness campaigns. Invite staff bloggers to post regularly about common wellness issues like weight management, stress reduction, nutrition and smoking cessation. Or invite guests to regularly blog about their progress. Both approaches increase the reach of the campaign and encourage repeat site visits.

SEO & SEM: Use proven SEO strategies to increase your organic search results and drive traffic to your wellness microsite. VitalSite provides a range of features that help you maximize SEO, including SEO-friendly URLs, titles and headings, keywords and descriptions, and more. While planning your SEO strategy, identify target keywords, demographics and goals to shape search engine marketing (SEM) campaigns and drive qualified traffic to your pages.

Customer Relationship Management: Take advantage of Geonetric's partnership with CPM Marketing Group. CPM's unique predictive modeling and profiling techniques deliver highly-targeted marketing content to specific VitalSite visitors. It's a precise approach to marketing, and one that has repeatedly generated outstanding results.

Web Analytics: Measure. Evaluate. Improve. This is the cornerstone of using analytics effectively. Support for Google Analytics is built right into VitalSite, so you can easily keep track of visits, referrers, page navigation, bounces, video plays, conversions, etc., and use the information to refine and improve your site over time. At the end of the day, Web analytics is one of the most powerful tools you have for understanding how your campaign is performing.

Revenue Tracking: In addition to your Web analytics, it is important to track revenue from your campaign. This includes the immediate revenue you generate (e.g., event registration fees, purchases, appointments, etc.) and the downstream revenue which may not be immediately realized. For example, if a practice earns a dozen new patients from a wellness campaign, you can realize immediate revenue from their initial appointments, but there are long-term revenue streams that can play out over years.

Create an Engaging Web Experience
The ultimate goal of your wellness campaign is to generate interest and get your community to take a more active role in their health. To do this effectively, you need to provide an experience that engages your audience on the platforms they use, when they are using them. VitalSite offers all the tools you need to implement an exciting and powerful wellness initiative.