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05
Aug 2014

Is Your Site Ripe with ROI?

There’s just something about the bright colors and sunshine of summer that makes me want to get outside and spruce up my garden – and summer produce is bountiful! During these months, eating fresh produce makes me more mindful about what goes into creating such a delicious product– the time, effort, expertise, and downright hard work.

Every summer I get the itch to start a beautiful garden, and while I may fully prepare, I just never seem to find enough time to dig in the trenches.

This is the case with even the most prestigious healthcare companies. While online marketing and web presence are always important to leadership, the routine upkeep and continued strategic planning necessary for successful user engagement can seem a little overwhelming.

As an unofficial farmer, I enjoy comparing websites to fruit: the most critical part of a successful crop for a farmer is to harvest at exactly the right moment. Even after months of tilling, weeding and fertilizing, the entire crop can be ruined if harvested at the wrong time, or if he misinterprets the growing conditions. At AVID, we understand that a website is an investment. That’s why it is so important to capitalize on ROI at exactly the correct moment.

Planting the Seeds for Successful Web Presence

The first step in creating a successful website is picking a platform that will support decisions with measurable ROI (Return on Investment).

After picking the best tools, it’s time to get to work. Carefully and regularly measure and monitor your numbers. When analyzing your site, it’s a good idea to be curious.

Ask questions like:

  • Which of my pages are most visited?
  • Which pages provide the most value to my target market?
  • Is our content and SEO as fresh as possible on these pages?
  • Do we have conversions and goals set on that page?

Timing is also important for cultivation. New opportunities for optimizing digital presence and driving traffic are constantly presenting themselves; lots of times this is driven through other channels, like Facebook, or Instagram. Knowing which channels will help you to capitalize on your efforts will ultimately bring you your peak ROI.

For years our enthusiasm in cultivating messaging, branding, and increasing ROI is what we’ve excelled at. To set up an AVID consultation, reach out to us today at the number below.

Wishing you a fruitful harvest!

 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Stephanie Imberman | Account Executive | AVID Design

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16
May 2014

A Neuropsychological-Approved Approach to Healthcare Marketing

Full confession: Sometimes I forget I’m not actually a physician-scientist. After years of writing healthcare content, my passing interest in medical research has evolved into a full-blown commitment to reading every article I come across. If Google handed out degrees, I’d have a pretend PhD in neuropsychology alone.

Emotions are some of the strongest forces we as humans can produce, yet because of the scientific nature of medicine there are very few emotions involved in medical research. That’s why I love neuropsychology; a field which explains the biological function of the brain as it relates to our behavior. Neuropsychologists combine the sterile, scientific side of the brain’s processes and translate them into the animated, human world of psychology and behavior.

I’ve been very focused on neurosciences lately as AVID just launched a new website for GRHealth and incorporated many sub-sites, including the Neuroscience Center of Excellence. But, also, I just read about a team of neuropsychologists from the University of Freiburg in Germany that recently released a study which found that patients with clinical depression perceived colors to be duller than patients without depression perceived them. The study concluded that patients diagnosed with depression quite literally live in a less vibrant world. What an incredible breakthrough in understanding the extent of the disease!

Physicians understand that in order to effectively treat a patient, we must understand their condition as fully as possible. As a healthcare marketer only pretending to be a trained specialist, I understand that before reaching our target audience, we must also fully understand their needs. 

Translating Your Voice

Before our content team writes the first word, we ensure we fully understand the organization’s voice and understand their priorities through interviews with physicians and subject matter experts. Each of our clients has a unique approach to delivering care, and we believe that differentiating factors and key messages should resonate on each page of content we write.

However, it is equally important to ensure that content reaches audiences in ways they can understand. Have you assessed your content from a more behavior oriented perspective? It is important to not only write content that conveys your key messages to visitors, but delivers information that addresses the behavior behind their visit to your site.

All Page Visits Are Not Created Equal

Most healthcare marketers understand that a visit to a page about volunteering has completely different intentions than a visit to a pediatric cardiology page. But what are those intentions?

At AVID Design, we bring the neuropsychology approach to content: We combine powerful, statistically- based analytics with unparalleled expertise in healthcare marketing for a very strategic approach to targeted and specialized content.

If your content isn’t having the desired effect on your target audiences, give us a call. It may be that a small change in approach will help your visitors see your site in much more vibrant colors.

 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Whitney Stuart | Web Content Manager | AVID Design

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10
Apr 2014

More Casual Grammar Rules

Our family is very familiar with the Flesch-Kincaid Grade Level readability score as over the years we tried to increase that level for essays or college applications. Now that our two sons are at the University of Georgia, they continue to monitor this score as they try to achieve higher levels of readability for hopefully higher grades. They will be thrilled to hear that as we all take more and more conversations online, breaking traditional grammar rules is more accepted and actually recommended in many cases. Conversations are more casual as we hope to engage audiences with a more familiar and less formal tone. But, sometimes breaking traditional grammar rules is easier said than done – especially since my Dad was an English major and we are still corrected on occasion!    

 Trying to reach a broad consumer base, we try to write web content at about an eighth grade level.  So, how do you achieve a reasonable and less formal tone when you are writing web content for complex medical issues and advanced treatment solutions? Recently, working with a very nice client, we had this discussion and I actually removed five clinical keywords from content, including cardiovascular, interventional, rehabilitation, cardiologist and electrophysiological. Because Flesch-Kincaid is only based on the average number of syllables and the length of sentences, removing these few words took the grade level down a full four grade levels!

Knowing that healthcare based web content will in fact include some of these key medical terms, here are a few simple steps to keep web content more readable and understandable. Keep it simple, using:

  • Inverted pyramid style of writing – most important information first
  • Simple sentences as opposed to more complex
  • Bite size chunks of relevant information
  • Strong headlines
  • Bulleted lists

I really hate to show my age, but while a more casual tone may communicate more easily, many healthcare web audiences aren’t completely casual, yet, and appreciate sticking with a few more traditional points of grammar:

  • Not every sentence should end with an exclamation point!
  • Less vs. fewer – if you can count it, it’s fewer. Less rain, fewer raindrops (ok, I agree – raindrops are pretty hard to count)
  • Please use internet slang sparingly – at some point all of these forms of communication may collide, but for now, let’s keep FAQs or FYI, but not A3 or HTH. 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Meredith Rose | Director of Content Services | AVID Design

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14
Feb 2014

Web Optimization: A Valentine’s Tale from Your Friends at AVID

My boyfriend and I, like the rest of Atlanta, enjoyed a few work-from-home days this week through the snow storm (It turns out “Icelanta 2” wasn’t nearly as “biblical” as the weather predicted, but did keep us inside for a few days). Our kitchen table looked like a war-zone…my side of the table was filled with first drafts and client notes, his side with case files & notebooks. There were pens everywhere.

About halfway through the second day in our new “home office” he suddenly looked over his laptop at me, almost panicked.

“I…I don’t have anything planned for Thanksgiving.”

“Well,” I replied, “You’ve got a few months to think about it.”

Of course, he meant Valentine’s Day but the word switcheroo struck with me. Valentine’s Day really is very similar to Thanksgiving. We think about love in all its forms, and are thankful for those people and things around us who make life a little more pleasurable…or a little easier.

Today, one of those things was my nice office at AVID headquarters where I can stretch my legs under the entirety of my desk without hitting someone else’s feet. The other was the fresh list of new web pages on my desk, just waiting to be written.

What things do you love that make your life easier? Do you need help to make your online tasks more manageable? Whether you are stuck with writing, can’t get a handle on programming, or would just like a little facelift to refresh your website’s look, we can set you up with the perfect solution. We can even take your site mobile. Our team is full of people who love to do all the things that make your online life easier. 

Binary Valentine's Day Card

we love programming so much that even our valentine’s cards are in binary

 If you aren’t sure where to start, ask us for a free consultation or SEO assessment. It’s like giving you the answers to the test; or like someone letting my boyfriend know that I like peach colored roses and there are some on sale at the flower shop just down the street (ahem). 

We promise, no matter if you call today on Valentine’s Day or wait until Thanksgiving, you’ll fall in love with AVID. 

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Whitney Stuart | Web Content Manager | AVID Design

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12
Sep 2013

Play Your Best Content Game

I play tennis—not well, but I’m a pretty competitive person.

Last season, I got shin splints. My legs would hurt so badly that by the end of the match I could hardly walk, much less run around and hit winning shots. My competitive side was so angry—I knew I had the potential to win, so why were my legs holding me back? I went to a great orthopedic physician who let me know that apparently running hard and stopping hard on concrete in bad shoes can really mess up your legs; hence the issue with mine. He recommended I go get some inexpensive shoe inserts from the grocery store. A few months later, I won the City Finals Championship and got a little crystal tennis ball trophy that I carried around with me everywhere for the next couple days.

Aside from bragging about how I’m now officially the best amateur tennis player in Atlanta, the whole situation reminds me of some healthcare websites I’ve seen out there. 

Don’t Let Your Site Make You Limp Through the Second Set

Unlike me and my amateurish pursuits, our healthcare clients are the top in their field. They offer expert physicians, advanced technology and some mind-blowing procedures that save lives every day. However, a lot of these amazing facilities aren’t getting the recognition they deserve because their sites (much like my shoes) need a little boost.

Being able to provide exceptional patient care is of critical importance in building your brand. But you also need to make sure you’re building your brand on the back end with an effective content and SEO strategy.

Facilities that don’t make use of strategic content and robust Search Engine Optimization (SEO) techniques may be at the top of the field surgically, but could be missing out on big opportunities online.

Here’s your prescription to a healthier site:

  • Check Your Pulse– Do your webpages make effective use of metadata? Do you have intriguing content that’s well-structured and easy to read? If you have some but not all of these feature, it may be time for a check-up.
  • Have Regular Check-ups – Much like old, worn-out shoe inserts, outdated content does nothing but slow you down and hurt your game. Scheduling a regular quick-check of your webpages, especially your most visited pages, can help keep information fresh and relevant.
  • Send Your Site to the Doctor – Even after some tweaking, you may find that you need some assistance with making your websites as strong as possible and that’s ok! Just like you’re the expert in your field, there are experts out there willing to provide a little minimally invasive surgery on your site—that means less pain for you and more results, quickly!
  • Pro tip: When looking for a content or SEO expert, ask them if they’d be willing to do a content assessment first so you have a good idea of where to start.

Putting your website at the top of its game doesn’t have to break the bank—sometimes all you need is a little padding in the shoes. Does your site make the cut?

AVID Design offers full-scale written and visual communication services for hospitals and healthcare systems, including SharePointWeb designSEO and PPC content development and assessmentonline video and rich mediaanalytics and measurementcontent management systems and more.


Whitney Stuart | Web Content Manager | AVID Design

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