Learn how UNC Health Care used extensive web analytics and stakeholder feedback to create a comprehensive location strategy, with special attention paid to UNC Health Care’s specialty clinics. You’ll see first-hand how this new strategy delivered location pages that offer better user experience, are more relevant to local searches, and comply with accessibility standards. You’ll also learn tips for how to invest in a locations strategy that will set your organization up for future success – even as patients’ search motivations evolve.

Watch this free webinar and learn how to:

• Use data from Google Analytics, heatmapping, scrollmapping, site search, and stakeholder surveys to create a comprehensive strategy for your locations.
• Make decisions about content strategy, design, and functionality that balances consumer expectations and the needs of your organization.
• Create a strategy to improve your organization’s competitiveness in local search, while reducing the internal competition among your own locations.

But only 40 percent of average healthcare organizations say they’re “somewhat able” to demonstrate a positive ROI on digital investments. It’s time to change that.

Watch this on-demand webinar to learn how to decipher the stories behind your analytics and how to tie them to bigger, strategic initiatives at your organization. You’ll discover what metrics your peers and competitors are tracking, who’s using real-time digital marketing dashboards, and if other organizations really are capturing that elusive ROI.

You’ll learn how to:

• Build on the statistics you do track today
• Glean interesting insights from your data
• Connect your digital goals to larger organizational goals
• Demonstrate the impact of your initiatives in ways your C-suite understands
• Better leverage real-time dashboards for short and long-term decision making
• Identify and overcome barriers to your tracking success

From design and development to monitoring and iteration, you’ll learn how to optimize your campaigns from start to finish for ideal performance. Our experts will explain when to use display ads and when to use search ads based on your broader marketing goals, as well as take a deep dive into some of the latest techniques and conversion types. Best of all, you’ll see real-world examples from hospitals and health systems around the country who are finding success with Google Ads.

You’ll learn how to:

• Employ the latest digital marketing techniques using Google Ads and ad extensions
• Overcome common mistakes when developing goals
• Match the right digital campaign to your goals
• Decide when to use display ads versus search ads for optimal performance
• Develop click-worthy content and eye-catching creative that converts
• Leverage knowledge gained from other hospitals and health systems who are finding success using paid display and search campaigns

Healthcare marketers not only have the opportunity to promote services that change lives but also to bridge communication gaps and improve health outcomes. According to the U.S. Department of Education, only 12 percent of American adults are able to find and understand the information they need to make informed health choices. Because people increasingly turn to digital resources to research medical decisions, the guidelines we’ll discuss in this webinar can help empower your audience to take an active role in their care.

You’ll learn how to:

• Create highly readable content for audiences with diverse health literacy levels and educational backgrounds
• Develop text content that meets today’s web content accessibility guidelines (WCAG) – and those around the corner
• Make it easy for users to take actions that align with your business goals
• Portray your brand as a trusted, compassionate source of information and health services
• Reach prospective and current patients at different points in their journey and on various devices
• Use content to boost SEO

Watch this webinar and learn how Avera created their patient-centric and award-winning website and content marketing hub. Lindsey Meyers, MBA, Vice President, Public Relations at Avera, shares the strategy behind how they tell their complex story online. During this in-depth case study, you’ll learn how the organization’s digital presence has evolved over the years, how they used consumer expectations to guide decisions in their latest redesign, and how they secured buy-in for the project across diverse internal stakeholder groups.

In this free, on-demand webinar you’ll learn how to:

• Use consumer expectations to shape online experiences
• Create a thoughtful digital strategy for a complex health system
• Gain project buy-in across diverse and geographically-disparate stakeholder groups
• Holistically approach content strategy, SEO, design, and functionality in a redesign
• Integrate your content marketing investment across your digital presence to increase brand awareness and engagement

Learn how to make your investments pay dividends. From content strategy and design to SEO and editorial calendars, this webinar will answer your top content marketing questions, share real-life examples of organizations that are doing content marketing well, and put you on a path to developing effective online hubs that build trust in your brand and attract new patients.

Watch this free webinar and learn how to:

• Understand the options available for content marketing hubs and how which platform you build on can impact your success.
• Integrate your content marketing investment across your site to increase engagement with providers and services.
• Design and implement online content marketing hubs that share content in engaging ways, provide an exceptional user experience, and address many of the top SEO ranking factors.
• Leverage and iterate on content marketing investments other healthcare marketing teams are doing.

The good news is: you probably already have access to the tools you need to gauge how people are interacting with your hospital or healthcare system online. In this webinar, we cover ways you can measure how well your website is meeting the needs of users and your organization.

Watch this webinar and learn how to:

• Build trust with your community through positive experiences with your brand
• Use bounce rate, site search, and page path data to find areas where your site may not be meeting users’ expectations
• Set up events and goals in Google Analytics to better track user experience and prove value to key stakeholders at your organization
• Effectively measure, experiment, and repeat to find success

Watch this webinar and learn the answers to your most pressing questions as we share the results of our much-anticipated 2018 Healthcare Digital Marketing Trends Survey. With a record 249 healthcare organizations responding, plus additional input from industry vendors, you’ll not only discover the data you need to benchmark your organization in terms of team and budget size, you’ll also uncover insights that will help you plan for the future of your digital operations.

You will learn:

• How your organization’s online strategies and investments compare to others.
• How leading organizations plan, budget, and execute differently from their counterparts.
• Insights on marketing trends that will reinforce your position as the go-to resource at your organization on digital.
• The biggest barriers to digital marketing success.
• What your agency and vendor partners are saying is really holding your efforts back.

Watch this webinar and learn how to strike the right balance between system-wide content and content unique to certain services, locations, and providers. You’ll learn the latest in health consumer search trends – particularly around location-oriented queries – and why user behavior should drive your content decisions.

After viewing the presentation, you’ll be able to:

• Understand your users and match your content to their needs
• Develop a user-focused content strategy that still works within your unique organizational framework
• Integrate an all-important location strategy into your overarching content strategy
• Use content strategy guidelines for long-term maintenance and governance

SEO is like whack-a-mole. As soon as you apply pressure to one area, another pops up vying for your attention. Sometimes it’s hard to know which tactics are the most valuable – and which ones, if ignored, will cause the most harm. In this no-nonsense webinar you’ll learn the optimization areas you need to focus on – technical, on-page, and external – and discover what’s holding your site back and what to do about it. You’ll also get a deep dive into why measurement is critical to ongoing optimization success, as long as you make small adjustments, measure, and repeat.

Watch now and learn how to:

• Identify the most common technical SEO errors and how to fix them
• Use keyword research to really impact your optimization efforts
• Focus on long-tail and localized keywords
• Write page titles that encourage click-through rates
• Recognize external sites and applications that could be affecting your SEO
• Implement measurement and iterative changes to achieve long-term success