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Content Matters

Gienna Shaw, for HealthLeaders News, August 1, 2007

When you think of using the Web to promote your healthcare organization, what comes to mind? Pay-per-click ads and search engine optimization? A Web site that looks good and is easy to navigate?

Increasingly, healthcare organizations are casting their nets a little wider, adding blogs, podcasts, virtual nurseries, clinical wizards, microsites and a bevy of other innovative tools to their sites. And marketers are discovering that these gadgets aren't just nice extras--they're powerful tools that help make connections with consumers.

Patient blogs like the ones at High Point Regional Health System not only educate consumers about a specific service line, but also build a sense of community and foster feelings of trust and familiarity for the facility. Podcasts broadcast by the Mayo Clinic on topics from orthopedics and men's and women's health to news reports of recent medical breakthroughs help build that organization's brand as the place to turn for expert care.

The organizations succeeding with online promotion share one common characteristic, and it's not technological know-how (after all, you can hire someone to do that). Rather, it's that they understand the value and importance of content. They offer useful, actionable information that consumers really need and want. Quality content offers a way for consumers to engage and connect with your brand. Great content keeps them coming back--and keeps you top of mind.

At HealthLeaders Media we've decided to take our own advice about the importance of content. Starting this week, with this newly redesigned e-newsletter, we'll be offering you more free online content than ever before. For starters, we used to offer a "pay-per-view" link to content from our monthly healthcare advertising and marketing newsletters. Subscribers to healthcare Strategic Management, Healthcare Marketing Advisor, Healthcare Advertising Review and Profiles in Healthcare Communications could access the articles, but non-subscribers had to pay to see them. Now, the Marketing Forum section of this e-newsletter will feature free access to select full-length articles from these publications.

And that's not all. Each issue will also include content in the following sections:

  • Campaign Spotlight. Descriptions of and images from healthcare ad campaigns. This week's colorful campaign comes to you from Liberty (MO) Hospital.
  • Audio Feature. Interviews with industry experts and professionals. This week's interview features Zani Weber on HCAHPS.
  • Calendar of events. Links to upcoming conferences and events for healthcare marketers.

 

Want to get your own event listed in the calendar section? Have a campaign that you're particularly proud of that you'd like to see featured in the campaign spotlight? Send me an e-mail (gshaw@healthleadersmedia.com). And help me build the weekly content that will be most useful to you.
Gienna Shaw is an editor with HealthLeaders magazine. She can be reached atgshaw@healthleadersmedia.com.

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