Content development is so much more than just writing about your healthcare services. Does your content really give your online visitors better reasons to come to your hospital instead of your competitors? Are you really taking advantage of the opportunity to tell your story in a more interactive and compelling way?
Physician interviews offer many opportunities to tell your story in a more personal way, but do you really take advantage of this opportunity in a more strategic way? Instead of simply posting physician interviews on their bio page, bring it all together more strategically by service line. Really showcase the service specific differentiating factors that your hospital offers and also include organizational key messages about your team approach and comprehensiveness of care. If a prospective patient is interested in specialty care for epilepsy, for instance, bring together video segments from 3 or 4 of your specialists and really showcase your expertise in this category.
Just think of communicating your service line messages as more of a campaign. Isn’t that the goal anyway? Campaign for new patients based on compelling reasons. Here is a great example of a compelling and effective campaign for neonatal care that increased awareness of services at Phoebe Putney Health System:
Your video segments don’t need to have a campaign feel, but video editing can bring together a variety of messages and a variety of physician perspectives in one 2 minute video. That’s making your marketing dollars work smarter, not harder! Also, don’t miss the chance to use videos to expand the reach of your key messages across audiences. When considering service line focused videos, use this opportunity to have specialty physicians talk about the referral process. Let them address any concerns about access and tell referring physicians that your organization appreciates the opportunity to help them care for their patients. Talk about the ongoing communication between physicians. And then make sure you practice what you preach. Some specific questions to think about when it’s time to make physician videos:
- How does your team work together to create a better experience for the patient?
- What makes your organization stand out in your specialty?
- How does your organization work with the patient throughout their treatment process?
These questions help steer your physician’s into having a conversation about what really matters at your organization: providing excellent care to every patient you see.
So, spend a little time reviewing your current content – think strategically and look for opportunities to expand awareness of specialty services. Base your review on organizational goals and priorities and direct your marketing dollars with a more strategic focus. This more strategic approach will drive conversions in a more positive and track able way to show solid ROI.
AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including Web design,SEO and PPC content development and assessment, online videoand rich media, analytics and measurement, content management systems and more.
Meredith Rose | Director of Content Services | AVID DesignLeave a Comment