Syndicated medical content is always fresh and current. When you integrate it into your in-house content, you help users see your organization as a trusted resource that provides valuable information when and where they want it. And that helps you to engage patients, foster brand loyalty, and support a consistent user experience.
Seventy-two percent of Internet users say they look online for health information. Ensure your hospital’s website is a go-to resource by offering engaging health content that not only educates site visitors, but also converts them into patients. Join Ben Dillon from Geonetric and Rachelle Montano from StayWell and learn proven strategies to help you get the most value from your health library. You’ll see real examples of organizations that are delivering valuable health content across multiple channels to educate and engage health consumers.
Kevin: Hello and welcome to our webinar on “Unleash the Power of Your Website’s Health Library.” I’m Kevin Stejskal, a Sales Director here in Geonetric and I’ll be your host for today’s webinar. Today’s webinar is brought to you by Geonetric. Geonetric provides website solutions for healthcare. Our content management system VitalSite is the foundation of hundreds of healthcare websites and intranets.
We also provide a suite of online services including SEO, design, content development, online marketing campaigns and hosting, all designed to turn prospects into patients and to deliver measurable results. We work with health systems, hospitals and clients across the country. To learn more about Geonetric, check out our website and be sure to spend time in the portfolio section, and see some of the awesome work we’re doing with our clients.
StayWell offers an incredibly rich online health portal that includes a health library that contains articles of thousands of health and wellness topiscs including diseases, conditions and treatments for both pediatric and adult patients, as well as a variety of interactive health tools and information. StayWell’s health communications programs are proven to drive engagement. StayWell applies an unmatched depth and breadth of healthcare knowledge to help their clients achieve their marketing and business goals. StayWell works with providers, health plans, employers, associations and partners. To learn more about their solutions, visit their website.
Our webinar today will run approximately one hour. We’ll have several opportunities throughout the presentation to answer your questions, so please enter them in the Q&A field at any point. You can also follow us on Twitter using the hashtag #Geonetric. A recording of this presentation will be posted in Geonetric.com, in the Learn and Share section after the conclusion. We depend on your feedback and it’s important to make our webinars the best they can be, so feel free to fill that out at your leisure.
Today’s webinar is on unleashing the power of your website’s health library, and you’re going to learn a ton of great information within the next hour. As an attendee, you can receive our recent e-book, “Web Writing for Healthcare”. This e-book not only covers the fundamentals of writing good content for the web, but also discusses tips and tricks to integrating your health library content into your site. Be sure and fill out the survey at the end of today’s webinar and request a copy of our e-book.
Today’s presenters are Ben Dillon, Chief Strategy Officer here at Geonetric, and Rachelle Montano, Vice President of Professional Services at StayWell. Ben is a sought-after speaker, writer, blogger and current SHSMD board member. He’s an influential voice in healthcare marketing, helping organizations across the country embrace online strategies to engage health consumers.
Over the last decade, Rachelle has worked with hundreds of healthcare systems to develop their digital strategies. As Vice President of Professional Services at StayWell, Rachelle and her team are focused on delivering creative solutions that help healthcare providers educate people and empower them to improve their health.
Today, you’re going to learn how to get the most value from your health library. So now, I’ll turn it over to Ben and Rachelle.
Ben: Thank you, Kevin. And thanks to everyone who has joined us today. We’re very, very excited about the webinar. We’re going to be talking about maximizing the value of content libraries. Really, we’re going to be talking about how you do this right. And very, very excited to have Rachelle here to talk through a lot of this with us. She is a great thought leader from StayWell and someone I really respect in the industry.
A couple of thoughts I wanted to share before we dive into the presentation. For starters, this webinar is really something that came out of a conversation that’s been going on for two years or so between Rachelle and I and some other folks. Really talking about content libraries and their role in websites for hospitals, and health systems, and how we can use them effectively.
There was a time where, I have to be completely honest, I wasn’t really a big fan of third party health libraries. What I saw over and over again was organizations that licensees put it up in the little silos, and little or no connection to their actual web presence. Slap the logo on the top, check the bars that say, “Yes, we’ve got a health library,” and then moved on. So, I think we’re going to talk today about how you can use these assets to really initiate and enhance the digital consumer experience that visitors to your website are having.
Today, from a goals perspective, we’ve got the goals up here, we’re going to be looking to talk about how this can increase engagement, how it can foster brand loyalty, how to put together a consistent experience, and really integrate what you’re doing with licensed content into the experience of your website.
We’ll look at cost promotion, and cost promotion both from the website to your health library, as well as from your health library back into your core web experience, and maybe blurring the lines between those two a little bit. And then really a lot of other ideas about how in this world, where we’re really reaching out and engaging with consumers in so many different ways, that these kinds of assets can really be a valuable part of your marketing tool belt.
So as we get into this, I wanted to just remind ourselves that content is incredibly important here. I mean functionally content is your web presence, as we think about your destination website as the center of your digital universe, as you think about micro sites and other campaign related digital properties, as we look at apps and other things. Content is really the thing that makes these something that people want to come to. It’s the thing that leads people on, and engages them as we move them towards conversions, ultimately coming in to receive services from the system.
This graph is from our digital marketing and healthcare survey. We published this early last year. And just wanted to point out that content represents a very large piece of what a typical web team is doing on a day-to-day, week-to-week basis.
To start with, content strategy is about 12% of the time spent. Web writing is about 10% of the time spent. SEO, which is certainly our whole content but has a very strong content component when you do it right is another 7%. And I guess they didn’t put a little higher, but when you start to look at some of these other things, digital marketing, social media, many of these areas have a content component to them.
And so we spend tremendous amount of time, out of just that core web team that our organizations have, on the question of content. And the reality is that very few of our organizations have an army of content contributors to go out and create all of the content that we might want to make as part of the experience.
Again same survey, and you can see that upwards of 75% of organizations have five or fewer people who are contributing to content development within their website. So it tends to be a pretty tight audience that is in addition to their whole web team. Pretty tight audience that’s really doing this. Only a small number of organizations are really reaching out and engaging lots and lots of people within their organization. The rest of us, we’ve got pretty limited bandwidth to create new and unique content for the organizations.
So ultimately what we need to figure out, as part of that, is what content is really important. What is really unique, what’s unique to our organization, and where we have a unique story to tell. That’s the content from a prioritization perspective that we really need to put out there first and foremost.
Then we can look at, okay, some of that content we may build ourselves beyond that, but a lot of the content beyond that is really content that we are going to want to try and find in other places, in order to supplement the experience and build it out to be everything that we want it to be. But it doesn’t necessarily have to be content that we’re uniquely creating for our organization. There’s quality content out there that we can use.
Now this stuff is more important than ever. And this chart I think is just reinforcing something that we all know because we all do it. When we have questions, whether they’re healthcare questions or other questions, we tend to go right to the Internet and we tend go right to our favorite search engine. Overwhelmingly that’s Google, although certainly there are other contenders out there that have their slice of the pie. We start to ask these kinds of questions on a search engine. And so, certainly the shift that we’ve seen in the last two years, particularly from Google, but largely followed by the other search engines, really reinforced the fact that content matters, that content is critical here.
For a long time people would tinker with thing. You try to game the system. You try to do things in the background, and those things done properly can still play a role. But overwhelmingly, Google is really trying to make sure that the algorithms prioritize good content, quality content, content that has indications from the world, links and things like that that make you quality. You do need to have content, and it has to be content that people are using and engaging with.
Finally, consumers have really high expectations. This is from some StayWell research from 2013, looking at the kinds of content that people are really looking for. Certainly articles on health and wellness and preventive information are pretty high in this list. Even some of the other items aren’t here, things like answers for specific condition for a friend, those things I think are hitting a lot of those same notes. And so, it’s not so much the specific content that I want to focus your mind on here, but just looking at the wide range of different kinds of content that consumers are looking for and why.
And because of the way that they’re consuming the Internet on a day-to-day basis, not in the healthcare industry, as they come into our industry, they’ve incredibly high expectations for the quality of content, the breadth of content, the depth of content that we’ll have in the particular area that matters to them. And again, I think that’s very, very difficult to accomplish without leveraging a content resource like StayWell, in order to put those things together on the page.
And the content game has become more and more important. And ultimately when we weave that into the overall experience that the typical visitor has, when they come to the site, we can really make it much more valuable and really enhance the experience of our entire website, and get it to accomplish the things as a digital property that we really want it to accomplish.
So with those thoughts, I will hand things over to Rachelle.
Rachelle: Thanks Ben. Hope everyone can hear me okay. Before I get started, I wanted to thank everybody at Geonetric for working with StayWell, and also giving me the opportunity to talk with all of you today. I’ve been working from home for four years now, and as I was preparing for today, I realized I’ve done a lot of webinars in this type of fashion. But this is actually the first time I get to be able to wear my workout clothes because I’m actually at home doing this webinar. And so I think technology is awesome, and I’m so excited to be able to do this from the comfort of my home, from the comfort of my workout clothes, talk to you guys today.
Of course, another great aspect of that technology is you guys are all muted, so I can’t hear you all out of the response to that, so I’ll take your silence as agreement and dig right in. So let’s see here. Do I have control? Yes.
Okay. So Ben did a good job of starting to set the stage, and I have a few more slides incorporated into this presentation that really shows us where we are today, and where we’ve come, and what consumers are expecting today. Ben shared some great statistics, I’ll talk more in general, just again making sure that we’re all in the same mindset as we start to dive into from the content examples that we’ll share later in the presentation.
But in a traditional marketing sense, much of what we do as marketers is design solutions to help attract, engage, convert and finally retain customers. And in healthcare that’s typically the conversion of consumers into patients. As digital marketers, we build digital solutions that help drive traffic to our digital properties and many times that is a website. It can be other areas as well, but really we’re trying to build traffic, and engage them, and convert them by giving them opportunity to interact with our organizations.
In healthcare, that can be things like making appointments, signing up for newsletters, registering for classes or events, and there’s lots of other things obviously in our digital world that we work with. And those solutions that we’re building, while using traditional marketing principles as digital marketers, help support our organizational goals. What we’re trying to do is really elevate brand awareness and market perception, build relationships, and even improving our payer mix.
You’re seeing more and more within the digital space, the ability to use a very savvy market segmentation techniques, from building campaigns that really target individuals that we want to attract from a payer perspective, and also from a disease management perspective that we want to attract to our house focus. There’s a lot that we can really do to help improve business within our hospitals, to really influence what we’re doing, the work that we do.
Ben alluded to it. He already had some great statistics. We all know, we’ve all heard, there’s lots of statistics but the bottom line is consumers are hungry for health information. They’re seeking it in lots of different ways, lots of different manners. And while it hasn’t happened overnight, it has been a pretty rapid rise in this hunger for information, as well as the need or the perception that individuals are in control within an organization.
Many of you probably have very similar stories but I’ve been doing this type of work. I’ve been working with hospitals and healthcare systems for the last 15 or so years, and for many years I worked with a company that put on a pretty prestigious healthcare conference every year. And I remember about 10 or so years ago, working with our team, and we’re talking about now people are starting to use Twitter and they’re starting to want to use social media, and they’re going to want to talk about it outside of the four walls of a conference.
And I remember everybody being so nervous about that and say, “No, no there is no way, we can’t allow that to happen because the conference will die and no one will be attending anymore.” And there was really this innate fear, and the natural reaction was one to try to stop it and not allow that to happen.
Obviously, that was pretty crazy and we can look back today and see that, not only did it not happen that anyone was able to stop those communications from happening, but it’s also not happened, the greatest fear of it not happening the conferences that died, and people are still, although they’re sharing and using social tools and their social network to share information digitally, we’re also still seeing the attendance to conferences.
We’re seeing the attendance in our healthcare classes that you’re offering within your hospital’s four walls, still continue to be an important, very, very important aspect. So that need for personal interaction has not stopped, while this digital hideaways has happened. And that’s changed the perception of consumer empowerment and consumer experience over the last 10 or 20 years.
One of the other things I think that is interesting that we won’t talk about too much today, but there in that box under the late 2000s, the increase in providing online feedback and creating a greater sense of empowerment. I think sites like Yelp, Trip Advisor not to mention Healthgrades, Vital etc, have all driven this for consumers. And like I said, we’re not going to talk too much about that today but I do think that that’s an interesting subject that I’m sure many of you have talked about, thought about and hopefully someday in the future, we can have a chance to talk more about that together.
But the bottom line is consumers want more. They want control. They want to be talked to as an individual. They want to be treated like an individual. They want messages and information that’s relevant to them and their individual experience. So it’s all about the right message, the right time, the right format, and it comes down to the content that you’re providing. All of this is come by multiple trends. We just shared some of the digital space but it’s also beyond just the digital world that’s happening outside of what’s happening in the online role, things like healthcare reform.
Say what you will about healthcare reform, what it has done is just put healthcare at the forefront of so many individual minds, where it hasn’t been before. Now they’re thinking about healthcare, they’re thinking about the quality of their healthcare, because they’re thinking about how much they’re paying for their healthcare. And now, those are things that may not have been top of minds before. And so, it’s putting a whole new…shifting things from the very different perspective than it has been before.
Our lifestyles — hopefully none of us on the phone — but has unhealthy lifestyles, which are creating a burden in healthcare. The retailization of healthcare, you can now go to your local drug store, see somebody, get a flu shot, get checked out, get a prescription all in one quick stop, giving you more control. It’s very empowering for consumers, and it’s really changed the landscape for those of us in healthcare, and shifting much of the control on that renewed savvy out of our hands.
So it’s important for us as marketers to embrace that, and really create a positive experience for our consumers because we’re not going to stop it. So, I think there is probably still some questions that still remain about where the industry is going to land, but it is definitely shifting to a more consumer-centric model. And what that means to us is that we need to make sure that me are figuring out ways to provide relevant communication with our audience that are valuable to them, really demonstrates value, and that is perceived as us caring for their needs, immediate area needs.
We need to make sure that we are talking to individual per segment, not markets. So we’re developing messages that are relevant and resonate with them. And it’s going to become more and more relevant as we move into the next few years.
So, let’s talk about how that translates into where you are today, and what you’re doing today when it comes to your content strategy. So, I have been lucky enough to spend the last decade or so helping hospitals and healthcare systems across the country craft their digital strategy. And in doing so what I found is really it comes down to this.
When we talk about why do you have your website or what are you trying to achieve, it comes down to these five web goals. And that’s increasing brand awareness, engaging with your audience to build a relationship, by creating that relationship with them and using the technology that they’re using.
So it could be using a mobile strategy, or translate that to a mobile strategy, or social strategy, or text messaging, or websites, making sure that you’re reaching them where they are. Doing that to help promote your physicians, and your services, and things that differentiate your organization to make it a spectacular place to come and get care. And then through your web presence and showing all of that, giving them the information, the relationship and the engagement that they need, giving them the ability to interact with you, so providing the call to action for your web presence.
And what we do, when we work with hospitals and what many organizations do, is translate those goals into strategies. And when it comes to content, some of the ones that we want to zero in on today is using your health contents or syndicated health library to help get key words that you get from your health library, to help you with search engine optimization in your search engine marketing effort. Delivering the relevant content through the multiple Internet technologies that I just mentioned a few minutes ago. And then integrating that content to provide and build it into the traditional service.
What Ben said as he started the talk with that, he, few years ago, questioned whether the value of even having health information, and I could not agree with what he said more. One of the messages that I want to be clear on in this presentation, and it’s the same thing that Ben just said, is that licensing a standalone health library, linking through it from your site and forgetting about it is not going to give you the results that you’re seeking.
What it will give you is a leg up, and it will give you an additional tool in your tool belt to incorporate into your other marketing efforts. And that will help you get the results that you’re looking for. And what it will also give you is it will give you the ability to focus your time and your efforts on crafting messages that are unique to organizations without worrying about writing something that you have to worry getting every clinical detail correct and accurate.
So your good health library will allow for customization, you’ll be search engine optimized internally. We’ll talk a little bit about this in a few minutes. It will allow you to integrate your content in. It’ll be fresh. It will give you, again, other areas to integrate throughout your site so…and it all really starts with the homepage.
So here is one example. We’ll start to show you a few examples of hospitals that are doing a good job of promoting the health information, the health library, right from their homepage. This is Sisters of Charity of Leavenworth, and they, see this big flash, “Healthy Living Made Easy,” this is on the health awareness library. It’s promoting it right there on the homepage.
Lehigh Valley Health Network, I like what they’ve done. They have this down here. I’m looking for a condition information and then you can type there into the search box a condition that you’re seeking, because that’s typically many times how people end up at your site. They don’t come to your website curious about what’s happening there today, they come because they have a health concern that they’re trying to find the answers for.
Here’s an example of Stony Brook Medicine Physicians. They have “What would you like to learn today?” and right there, clicking right there to the health library. CAMC is trying to drive you to their risk assessment, trying to get you to engage right away. And they have a symptoms check for health information start here right there in the center of their homepage. Johns Hopkins, we do a lot of work with Hopkins, and I’ll talk about them more in a few minutes.
But right on their home page, they have this page, there is this image, lots of imagery, nice imagery. Find nutrition and delicious recipes from John Hopkins health library. And then down below you can see “Find a doctor” or “Find health information.” They’ve built a lot of their strategy around knowing that people come to seek information. We’ll talk about that a little bit in more depth in a few minutes.
Baylor Health Systems, there is a lot of promos here. Try to see all of these nice slider images that they’ve developed that encourage you to go to their health library and do something. Here is prostate, protect yourself against prostate cancer take this quick tip quiz. Learn about nutrition and cancer prevention. Risk factors for heart disease.
So this slider slides through and has lots of different…promotes you to link to many different areas within their health library. And if you sit here long enough on their homepage, you’ll get this little box will pop up that will say, “Do you want to chat online? Do you want to chat with somebody? Do you want us to call you back? Or do you want to sign up for our e-newsletters?” Promoting their health content right there from the homepage.
And they, for them, they have found results. They’ve actually gone so far as to brand their health library with the name Health Store. So Health Store is just, it has its own name, its own brand, its own identity, and they wanted to communicate that within their market. So they did a multi-pronged campaign to help drive traffic and awareness to help spur.
And over the course of six months, they were very excited about the results, and they found over 10,000 people went on to Health Store. They completed a quiz, 7,000 created risk assessment, 2,500 visited the calculators, and that the total visit to Health Store increased over and over 189% before the course of six months. So they were really excited about that as a way to really drive engagement and increase health engagement.
But of course, as we talked about and we’ve seen, not everybody comes to your website through the front door. Many of them of course, 77% according to the stats earlier come from a search engine. So it’s important to take advantage of that traffic, if they’re coming to you from a search engine, and integrate your service information, your physician information into the health library because you don’t want them, the last thing you want is for them to get into your health library and then get stuck, not have the answer to, “Okay, what next?”
We offer a nice taxonomy driven system and I’ll show you some examples of that now. This is just a screenshot of StayWell’s health library that we’ve built for Sanford. This is the page that’s describing arrhythmias, so what is an arrhythmia, and it goes on down below the page. But what I wanted to show you in this screenshot is on the right hand side, you can see related physician specialties and related videos.
So now, I as a website visitor, have let’s say gone to Google, typed in “arrhythmias,” ended up reading all about it on American Heart Association, then ended up going back to Google, providing my local identifier, now have ended up on the Sanford Hospital site. I’m reading what is an arrhythmia, and now I can click through directly to the cardiac electrophysiologist, then make an appointment from there. So I’m in a position to make an appointment from there.
But I can also click through to the related videos, and those are all videos that Sanford has developed to help engage and educate consumers. So I can click through and see some more information and also learn more about the personality of the organization at Sanford. So it nicely integrates other content such as the videos into the health library.
And Roper St. Francis is another example of a hospital who’s done something very similar but a little different. So here, same page on arrhythmia, as you can see, but it looks different, although it is the same health library, it’s the same content but it looks different while you’re on their sites. And then the related information here. They’ve chosen, instead of having the related physician specialties, they want people to go to the related service and learn more about their services, rather than their physicians directly.
So you can click to their heart and vascular service, or you can click to their videos. And these again are videos that Roper has developed to promote their unique technology, their 3D cardiac mapping, a new technology for treating abdominal aortic aneurism. So it’s a great way to use their promo information within their site.
This is again Baylor and this is what you see many of our clients starting with when it comes to this health integration service. And typically they start with integrating their physician specialties and their services, and there they’ve extended to videos too. Little different than the two that I just showed you, they actually have their YouTube video linked in.
But I showed you a minute ago the slides about the increase in traffic to the Health Store’s library, and part of the reason why Baylor was so excited about the results for all that increased traffic and increased interaction is because they had also done this integration. And that traffics also led to increased, their traffic to the health library led to increased traffic to their “find a physician” and their service line pages as well.
And so during that time, over 2,500 visitors that went to the health information, clicked through and went to the find a physician section as well, and 1,400 went to the service line pages. And they also found that people were spending time on their site. That’s another thing that’s also very valuable. People normally spend much time on your site, and you’re really trying to find more and more ways to engage them. And so Baylor was really excited that the average time on page was over five minutes during the time that they were measuring. So it’s really pretty spectacular.
But what I’ve showed you so far is actually taking advantage of that standalone health library, that first step that both Ben and I spoke about having the health information. Health library on your site, integrating your information into the health library to make it more of a seamless experience for your users. But there is also the opportunity to take that content from your health library and integrate it into your site.
So where you have describing your services or your conditions that you treat, pull in information that describes what those conditions are, or give the people the chance to view a video about it, or take a quiz about it. So it’s all content that you’re syndicating from your health information vendor. Taking it and using it in your site is going to really help you achieve your business goals.
So we work with hospitals. My team work with hospitals to build custom solutions for them and guidance. Every other work that we do is individual and customized, so there is not a one size fits all. Every engagement is different. It also depends on the technical requirements. Not all of these CMS centers that we work with offer the ability to integrate the syndicated content within the hospital site. Geonetric is one which is fabulous for creating it, so that’s really why I enjoy working with them because they really see that value of pulling the content into the site, so it’s a very seamless unified experience for the users.
So let’s dive into a couple of examples. This is a screenshot…there is a graphic missing here, it doesn’t seem to be showing up. This should be a screenshot of Rutland Regional Heart Center service page. The homepage of their service to promote their heart services has, on the right hand side, related health information. And in those links you can then link to the health encyclopedia for different topics related to heart. It looks beautiful and I encourage you to go check it out on their site.
Another example is Wheaton Franciscan. Their homepage looks something like this. And if you click on, here is a screenshot within their heart and vascular care center. They have a section of conditions we treat, and they have listed out the typical heart problems that they see, conditions that they treat. And in many areas, they’ve been able to identify and link where you click on that and then you’re presented back with, within this service page on the hospital site, the StayWell condition information to describe that.
Here is an example of something similar to what Wheaton has done. This is on Sylvester Comprehensive Cancer Center in Miami. We worked with them to really populate this section of their site, “Types of cancer we treat,” and what we did with them is we created this list to organize all of the different cancer site areas. When you click on that “Type of cancer we treat”, you’re brought to a page that describes in general what is cancer, and then on the left there is many different types of cancer.
And if you go left, one of them, with just this example, we picked what’s for lung cancer, you’re presented back with all the information that Sylvester has around lung cancer. So their support services, clinical trial, their physicians who treat it, but then also you can learn more about lung cancer.
And that section expands out and has four different topics. So just in general, what is lung cancer; prevention and screening information for lung cancer, if you’re diagnosed, understanding what that means for you, and then what are your treatment options. And all of that content, when you navigate through their site, is pulled in from StayWell, provided symptoms StayWell, and you have no idea that they’re actually receiving this information from a third party vendor. It’s really, really nice. You really feel like this is information that’s being presented to you from Sylvester as the expert.
Here is another example of Stony Brook University Physicians. This site was developed to promote the physicians, the staff at Stony Brook Medicine. And so when you go to their homepage, when you go to their find a doctor, you can find by name or you can find by keyword. And they’ve identified about 1,800 different keywords or conditions that they have tagged each of their medical facts with. Through their net profile, the conditions that each physician treats are associated with their profile.
And what they’ve done is they’ve taken that list and matched it to the health information. So when you type in a keyword to the find a doc, you’re presented back with the physicians at Stony Brook who treat that condition, so in this case angina, and if you select a physician, in this case we’ll select Dr. Bloom. So we’re presented back her profile, and the conditions that she treats, and you can see angina there. If you select that or any other one condition, you are then taken to the health information.
And then the other nice thing, there you can see there on the right hand side that we talked about a few minutes ago, physicians specializing in and angina being on the top one, if you click on that, you’re brought right back to the find a doc, right back to the Stony Brook site. Nice, useful information and nice integration of health information into the physician profiles.
And here’s another way of integrating condition, your health information within your site. We’re seeing lots and lots of hospitals developing a hub or section of their site just around conditions and treatment, and aggregating all of the things that they have to say about a particular condition into one page or one section of the site. Cooper was one of the first to be that I think, and they’ve done a good job. They did a good job, they’re continuing to enhance it. What they did is they were able to take, they created an A to Z condition listing, and when you selected a particular condition, and in this case here we’ve selected angina.
The first section is actually StayWell content that describes that condition. And so you can learn what is the condition, what are the symptoms etc. And then as you scroll down that page, you can see treatment options for the conditions, you can see the part that is treated, you can see the physician, in some places you can see patient testimonials. All the different things that Cooper have to say about the condition. It’s a nice aggregated resource.
And the way to meet the needs of the users who, again, are coming because their mindset is they have angina and they want to know everything. They’re trying to learn everything they can about angina, so there’s one place for them that’s really a nice way to achieve that.
I think I mentioned earlier that we do a lot of work with John Hopkins. They understood the value or the pattern that people were coming to the Hopkins site — yes because they’re Johns Hopkins and yes, because they have a global brand — but they also recognized that people were coming because they were seeking health information. So they have taken it as they’ve really focused a lot of research that’s effort and integrated the health information on that integral part of their site to core to what their strategy and everything that they do.
A few years ago Hopkins also engaged ForeSee to measure user satisfaction when in their website. And they found some interesting results but I don’t know that they were necessarily looking for or expecting. But what they found was reported from the visitors that took the Foresee satisfaction survey. They found that website visitors, who had visited at least one page was from within the health library, reported a greater satisfaction experience than those who did not visit the library. So again, they were really excited by this. It really helped support their effort in knowing that they were doing the right thing by having the health information on their site to answer the questions that people are seeking.
So we’ve done a lot of talk about taking the health content by traditional manner, integrating your content, and taking health information, and integrating that into your service, and help provide information. But I want to talk about how you can use health information in some of your other marketing efforts. Many of you probably have, as one of your goals or one of your marketing initiative, to promote your medical staff. I wanted to show you, take an opportunity to show yo,u a few ways that some hospitals are incorporating health content into their initiative.
Marshfield Clinic does a monthly “ask the expert” which features someone on the medical staff answering one question typically that’s related to their area of expertise. They take this answer, they incorporate it into a section of their site called “Ask the expert” and also related to their profile. But what’s nice is that they also promote the relevant health topics within that health library to give visitors to this an opportunity to click on that and learn more.
Here is an example of Robert Wood Johnson University Hospital. What they’ve done is they’ve put this article from their health library, regarding peripheral artery disease or PAD, and incorporated into their service information for their vascular center. And then they also inserted a video of one of their physicians, which is featured on their local news and talking about PAD. What I think is awesome about this example is that Robert Wood Johnson didn’t have to write any content to supplement the topic within their service section of their site. They’re using all content that was developed from other sources, and it’s all seamlessly integrated into their site. Now it’s going to promote their medical staff.
I’m sure, if you weren’t muted and I asked you guys how much of your site traffic comes via a mobile device, you’d all speak at once, and you’d all tell me a large percentage of it. That’s not something that’s news these days. I think the use of mobile devices has really become ubiquitous. And if your site is not mobile-friendly or responsive, I really strongly encourage you to make it so.
And if your health library is not mobile-friendly or responsive, I strongly encourage you to make it so, because people aren’t waiting until they are sitting at a desk to come to your website to do their health searches. They’re doing it while they’re standing in line at the store, waiting in the waiting room of your clinics, or even while the doctor is talking to them, they’re talking to you, or talking to your loved ones. And they’re sitting there with your mobile device, doing a search right away, trying to understand what it is that they mean.
Many of you may have also, beyond having a mobile site, you may have talked about or developed an app. Few years ago everybody said they needed an app, we need an app, we need an app. But then we would ask why they need an app. I’d have to say a lot of times it’s hard for them to clearly articulate a solid business reason why that app was needed. Just this summer, I was going traveling on a trip and I was in a different state, and I saw billboard for a hospital system who is a client, who will remain nameless, but they are a large health system, they have multiple locations.
And I was so excited when I saw the billboard, and I was writing at the top third. It prompted me to download their app. So I’m sitting there, I immediately pulled out my phone which, probably I didn’t pull it out, I probably already had it in my hand because I would always use Ways. Hopefully, if you guys don’t use Ways, use it, it’s a great app especially when you’re travelling.
But I downloaded their app, started proving it, and I have to say I was immediately disappointed. It listed their hospitals, their addresses, phone numbers but there was no way finding, and although I was familiar with all of their hospitals because I work with them, I didn’t know where they were in comparison to where I was. There was no way for me to map them. Same thing with their urgent care centers, there was a wait time listed, but I had no idea which ones were closer to me than the other ones. It was really at the end of the day for me, although yeah, I was traveling through but someone, and I’m sure, though it could be the same case for many people who try to use that app, is really not as useful as it could be.
On the flip side, they also have a user/client symptom checker app and I use that all the time. I go on, I research a symptom, and then what’s cool about it is they not only tell me share advice from that app, but they’ve also integrated in using our taxonomy the relevant physicians and services so I can then, if I need to make an appointment with a particular physician, I can do that or recall a particular service, I can do that right from the topic right through their app. So they’re really, really nice integration.
So if you’re thinking about investing in an app, think about why you want it, and actually is it doing something to actually meet the needs of your users. And also remember that health information almost always will do something to help meet your users’ needs, and so I would say that it should be incorporated into some area of your app. Intermountain Healthcare is another example of an organization who has developed an app that incorporates health information as well as their services information, which is also a nice integrated experience, I just recommend it.
Another great way to engage your audience is through text messaging. I don’t know, some of you may have thought about it or developed ways and programs to engage with your audience using text messaging. We happen to offer, and you can take advantage of some prebuilt programs. So again, giving you a tool to incorporate into your tool box as another way to customize, get your leg up, get started, and then you can take this tool and you can customize it to make it very relevant to you.
Maternity is very popular. People are craving information when they’re pregnant, especially for the first time, and so text can link to a help article to expand on the topic. So here, you send a short code, a text short code, you answer a few questions, and then you sign up to receive periodic text messages. They could use different messages that are relevant for where you are in your in your labor, and then they can also then click to more information from your health library, or you can click and encourage you to click to sign up for a class or engage with you, where appropriate.
Diabetes is another common topic, especially for newly diagnosed diabetics, like a pregnant woman you’ve got a lot to learn in a relatively short period of time. So text messages can be a great way to support the lessons that they’re getting by other means. You can also link to videos, etc.
So let’s talk a little bit about search engine rankings. I know we’re running out of time, and we mentioned it a little bit earlier in the webinar, but I’m sure search engine, SEO, is something that’s probably always in the back or front of your mind. And we get asked or told all the time by our clients that they’ve heard from their SEO agency that having syndicated content doesn’t help them in the search rankings.
What we have seen and experienced, our experience time and time again is that’s not entirely true. Having a standalone health library like we talked about, that you just don’t do anything, you just put it out there, that you’ve not made any efforts with, probably is not getting very much search engine traffic or search engine load, that’s probably true, but it’s certainly not hurting or harming your ranking.
At the same time, there is lots of things that you can do, and what we’ve seen to be the case is our clients who have taken the time to integrate their content have their relevant services and specialties incorporated into the page, here in this case – colon cancer, physicians related to colorectal surgery, etc. – will help in search engines, although it’s relatively slow help. And then here, you can enhance that content by adding keyword-rich relevant messages, and that’s where you will continue to see lots of love from search engines.
So this example here with Baylor, they’ve thrown in the word “colon cancer” a bunch of times, “colon cancer symptoms,” they’ve thrown in their name. As you scroll down the page they have another marketing message here, “If you believe you have colon cancer symptoms talk to your doctor. Or if you’ve been diagnosed with colon cancer, search or find a physician. Call us for cancer treatment. Dallas, Fort Worth.” Great SEO juice, if you will, within that message. And down the page, you go further, “colon cancer” again, “cancer treatment in Dallas, Fort Worth.”
This is done, a nice WYSIWYG editor, it’s very easy to do quick, easy, seamless on your site in a minute. Very, very quickly – social media, you can use your health information to promote your social media effort. So if you’re not doing that again, I encourage you.
This is a nice example, Children’s Hospital OE Medical Center. It took them probably two minutes to create this post during Scoliosis Awareness Month. All it is “Learn more” basically, and click on the health library link. And you can see, it got shared 36 times by health and teaching people, people commented on it.
So it’s great using the health information that’s available to you in your health library. It’s a nice way for you to augment what you’re doing. It will give you things to talk about in your social media effort. That does a lot to promote wellness and nutrition and mass appeal. “Exercise lowers heart disease” is an example of Twitter, John Hopkins using health information on Twitter.
Rutland Regional, there is another example here during National Immunization Awareness Month, that’s from a few days ago that they posted, that drove people to their website, as well as to learn more information about immunization within their health library. Wheaton Franciscan, another example of promoting staying healthy while you travel, and let you know the immunization you might need if you’re traveling.
I know you guys are going to be talking and learning a lot about info marketing during next month’s webinar, which is going to be great, because I think marketing is for some…some people may say it’s passé, but it’s really very, very…it needs to be very relevant.
I like what Loma Linda has done here. They’ve created an email that looks much like a medical journal. However the topics are relevant, easy type articles from some syndicated health information not written by Loma Linda. So you can click through and read the entire article. So developing a newsletter doesn’t have to be time consuming or very resource intensive, while you can get great results from it.
So, one more quick example, Springfield Clinic during Colorectal Cancer Awareness Month, did a campaign that promoted people to just go and take their risk assessment for colorectal cancer. And they experienced great results with people voting to take the risk assessment, but then even more than that, longitudinally, they measured what happens and looked for an increase in appointments and procedures performed, and they saw results. They saw 28% increase in appointments and a 9% increase in procedures performed, and which is fabulous from a business perspective for the hospitals.
They were able to have more procedures performed. But it’s also fabulous in that they were able to influence and achieve better health outcomes because they helped individuals get early screening, and really get proper treatment to colorectal cancer.
So it’s really nice to go beyond our engagements and all that. It goes to really making a difference in the health and wellness of people.
So, we’ve talked a lot about using health information in a lot of different ways on your site. I’m not going to belabor this in the interest of time because I want to give us a few minutes hopefully for questions. I apologize about taking so long, but hopefully it was beneficial for you. Open that up for questions.
Kevin: Thanks Rachelle. We have some questions here, and we will cover as many as we can in the time remaining. We may go over time a little here so that’s okay. Don’t worry if we don’t get to your question, please type it in the Q&A chat field there. We’ll follow up after we’re done with the webinar today. The first question is, what are some specific recommendations for measuring the success and performance of a health library? So either of you could tackle that, that would be great.
Rachelle: Whenever I hear that question, then my first question to that is what are your goals? And so I would say create metrics that are measuring your goals. I showed some metrics throughout the presentation, and you saw each metric was different because they started with a campaign to achieve a particular goal. So it could be increasing traffic, and if that’s the case, measuring traffic that’s important. It could be increasing brand awareness or perception, or user satisfaction in Hopkins’ case, that little page…so it depends. The answer to that question is it really depends on what you’re trying to achieve.
Ben: Yeah, I’d agree with that completely. I feel the purpose of the health library is to provide a set of assets to help you accomplish the things you’re trying to accomplish, through your digital channels. And so, if you started setting goals of the content library on its own, well, it’s not a goal into itself. It really is something that should be there to try to reinforce and give you some additional resources to help accomplish other things.
Kevin: Wonderful. Some clarity around a point that was brought up here, does StayWell offer the symptom checker mobile apps and the text messaging module as an add on to the online health library product? Or are they two separate additional features as part of the core product?
Rachelle: They are two additional products that we offer in addition to that on the library.
Kevin: Thank you for clarifying. Do you have any tips for getting an SEO boost out of licensed content? You touched on this.
Rachelle: Yeah, I think number one, having them mask URLs, so that it doesn’t say hospital/payroll solutions/ having that be part of your URL, that’s number one. Number two, incorporating within your header in Twitter, things that show your location, the city that you’re in, your address, your organization’s name.
Number three, doing that integration of relevant physicians and services within the health topics, so that every page of the health library is a little different then. Because if I want diabetes, the related physicians are going to be endocrinologists for diabetes care. And if I’m on heart care the related physicians are going to be cardiologists. And so that way every page of your health library is a little different and that helps.
Those are some quick easy things to do. And then beyond that, starting to customize with specific messages on particular pages of the content, particular sections of the site, incorporating your content in the health library, that’s what we do with John Hopkins a lot, and why they’re so successful is that they actually, they do write a lot of their own health content, and they just added into the health library. So when you go to their site you don’t know what’s written by Johns Hopkins and what’s written by StayWell. It’s just one health library. But that’s another thing that can help you with SEO rankings as well.
Ben: Yeah, just look at the problem really like you’d look at any content marketing initiative. So, certainly the content itself is already good, I think then you can do the customizing that will help. You may establish social media, we do see social media being a stronger and stronger indicator of quality for many of the search engines. And then do other things just to try to encourage inbound linking, and other things that give signals to the search engine that this content has some value, and therefore should rank more highly.
Kevin: All right. Well I think that’s all the time we have for today. So don’t forget to fill up the post webinar survey here where you can share your thoughts on today’s webinar. And thank you, Rachelle and Ben, for your input. And thank you everyone for attending. As an attendee, you can also request to receive our e-book “Web Writing for Healthcare.”
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