Leading healthcare organizations are rethinking their content marketing strategies. To stand out today, you need to create content that is exclusive, valuable, and delivered consistently. Watch this video to learn how to develop a content marketing framework that attracts a clearly-defined audience and drives action. We’ll discuss the basics of content marketing, showcase great examples from inside and outside of healthcare, and highlight how to use content marketing to meet both your organizational goals and your audiences’ interests.

You’ll learn:

• The many shapes content marketing can take and what makes content valuable
• Which content marketing tactics healthcare marketers find most effective – and how that compares with the B2C industry
• Examples of effective (and not effective!) content marketing
• How to generate ideas for your content marketing efforts
• And more

In this session recorded at Geonetric Symposium, our client-only conference, Lindsey Steinkamp shared with attendees a number of ways to better understand how people are using their sites and where they might be running into problems.

You will learn:

• Why user experience is so critical for your website (in case you weren’t already convinced)
• How to use four data-driven (and mostly free!) tools to get a glimpse into how users are interacting with your site
• How analyzing user interaction with site navigation helped one health system create a more effective redesign
• Where to begin if you’re just getting started

In this video, Jill Jensen explains why digital governance matters to healthcare marketers.

You’ll learn:

• Four components of governance and how they work together
• How to improve the governance process you’ve started, or where to start if you haven’t yet
• The benefits of creating a core strategy statement
• When to use governance tools – like a content matrix – and why

With hundreds of locations and multiple microsites, Gundersen Health System was looking to redesign on a content management system (CMS) that would give the growing organization the flexibility and functionality it needed. Attend this webinar and hear from Gundersen Health on how they created a new, responsive main site, complete with provider ratings and reviews, and 11 responsive microsites that complement the overarching system brand – all built on one, flexible CMS.

You will learn:

• What to look for in a CMS that will support an integrated system (hint: scalability, flexibility, and the ability to control your branding across the system)
• The benefits of creating a user-focused content strategy that merges multiple sites under one digital brand
• How to build custom, physician profiles that connect with site visitors and help them convert, complete with ratings and review

How do you find and fix these trouble spots? In this webinar, we’ll reveal the invisible layers and hidden corners of your site’s design. We’ll share how to identify and triage the problems you’re likely to find.

You will learn:

• How your site’s design can impact SEO, social media, accessibility, mobile user experience, site maintenance, and online conversions
• Tools and techniques for testing web pages to uncover problems and opportunities
• Which problems are critical to fix today, and which areas you should keep an eye on for the future

SEO is essential to ensuring it’s your information they find, whether that’s a clinic location, physician, or service offering.

You will learn:

• The exploding variety of ways healthcare consumers are searching for information, and how to be the answer they find
• What you should be doing today to ensure your SEO success continues, and where to begin if you’re not feeling successful yet
• The concepts and buzzwords you must understand — schema.org, entity optimization, mobile-first indexing, AMP — to stay on top

Whether you’re in the selection process, or wondering if you should be, this webinar will provide the information you need to make an educated choice.

You will learn:

• Signs your CMS isn’t working for you (and how to know if the problem is really something else)
• To maneuver the landscape of approaches and options for managing web content from both a technical and organizational perspective
• Healthcare-specific considerations — including functionality, governance, and security — for selecting a web CMS

You’ll learn:

• How people read on desktop and mobile screens
• What information healthcare consumers look for online
• Techniques to make your healthcare content approachable and engaging
• And more…

Last year’s predictions included consumerism and transparency. What’s in store for 2017? Get ready with a high-level look at the trends that will directly impact healthcare marketing in the coming year.

You’ll learn:

• The important “macro” trends and how they relate to healthcare marketing
• Where the latest marketing technology intersects
• How to weave these trends into your plan for 2017 and beyond

You’ll learn:

• Dozens of examples of our favorite healthcare (and other) marketing from 2016
• How to adapt ideas from outside of healthcare to fit your brand and purpose
• How other organizations are using designs that cater to new technologies and mobile devices
• What user experience looks like outside of healthcare, and why the bar is set so high