attract, engage, convert_hospital websites

8/2/2019 Attract, Engage, Convert_hospital Websites

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R ng Ho p t R m on W tH nH n p t nt t on

publ i shed by F ie rceHea l hca reus pub l i sh i

pon oR

Attract,Engage,Convert: Web Contentfor Hospitals

When someone inyour area searches forhealth information onthe internet, does yourhospital make the list?

Whe y u si d w a y ur c u er, wha d y ud ? f y ure like s e le, y u r bably checky ur e ail rs . u i h a s cial ediasi e like Faceb k r utube, r check i wi h

he ews a nn r F x. the y u search f r hea swer a ques i y u hadlike if ha head-ache y ur s las i h c uld be fr he ew

edici e hes aki .

f his s u ds fa iliar, y ure al e.

cc rdi research by he pew Research e erser e a d erica ife pr jec a d he alif r ia

Heal hcare F u da i , l ki f r heal h i f r a-i is he hird s ular li e ursui , af er

e ail a d searchi f r i f r a i . i h i 10er e users ad i hey ur he web whe hey

wa heal h i f r a i .

eci cally wha are hey l ki f r? tw - hirdssearch f r i f r a i ab u a s eci c disease r

edical r ble . m re ha half wa k w reab u a edical rea e r r cedure, such as

edica i s r sur ery.

d a si i ca r i is l ki f r i f r a iab u d c rs a d heal h r fessi als (44 erce )

r h s i als a d her edical facili ies (36 erce ).

ll f his leads a i r a ques i : Whe

s e e i y ur area searches f r heal h i f r a-i li e, d es y ur h s i al ake he lis ?

ecause i sh uld. the e le s likely l ki f rheal h i f r a i are jus he e le y ure ar e -i i y ur arke i e r s, i cludi : are ivers f r childre , are s, frie ds r her

l ved es W e dul s be wee he a es f 18-56


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ve a r u s less likely search f r heal hi f r a i , he u bers are s ill si i ca . nearly60 erce f adul s a ed 66-74 use he er e ,a d al s e- hird f adul s ver a e 75 d , aswell. ix y-f ur erce f adul s livi wi h a leas

e chr ic c di i a d re ha half f adul slivi wi h a disabili y use he er e . o ce hesef lks are li e, heyre likely l ki f r heal h i f r-

a i , .

While h s i al si es rarely bec e des i a i web-si es--like nn.c r utube.c --heal hcare

r a iza i s ca iss a lde r u i y ifheyre r vidi he ki d f c e ha e -ial a ie s are l ki f r.

Give them what theyre looking forKa hy ivis, c -f u der a d reside f greys e.ne , a c sul i r ha s ecializes i websi edevel e f r heal hcare r a iza i s, says haif y u l k a hi s fr a a ie ers ec ive, he

u ber e hi heyre l ki f r is a d c r rea a disease r a sy . F lks wh are c i

y ur websi e are here f r a ur se, ivis says.theyre here because heir s bee dia sedwi h y e 2 diabe es, a d hey wa lear reab u i . or hey wa d u hysicia s a y urh s i al rea diabe es. or hey wa k w if hereis a educa i class r diabe ic c ki class.

this is a d hi . u i ca quickly ur e a iveif hey ca d wha heyre l ki f r, acc rdi

ivis.

ca be dishear e i f r e le wh c e y ur si e if hey ca really e he hi s ha arei r a he , ivis says. pe le are busy, a dy u d have a y r u i ies ake a di ressi . theyre i b her c eback ex i e because heyve bee y ur si ea d hey c uld e wha hey eeded.

michelle mur hy k ws h w ha feels. ef re i er-

viewi f r her curre j b as irec r direc r fpublic Rela i s a d marke i a Hardi me rialHeal h i lizabe h w , Ky., she checked u heh s i als websi e d u re ab u he r a-

iza i . really c uld d a y hi , she ad i s.

Hardi me rials si e revi usly ered ly verybasic i f r a i l ca i , c ac i f r a ia d a li le bi services. ll ha has cha ed,es ecially si ce Hardi s ew si e lau ched i

February 2010. We w er a full heal h r alesse ially wi h ver 90,000 heal h ar icles, ul-

i edia vide s c e , i erac ive ls, reci es,really a y hi [ a ie s] c uld e ially wa ,mur hy says. he adds ha web ra c has r wex e ially as a resul .

Kay Fra ks, marke i ma a er a . uis hildre sH s i al, a rees ha e i d heal h i f r a-

i has bee a i r a s e i i creasi herwebsi es usabili y, as well. o e f he reas s e -

le he er e whe hey receive a dia sisis d heal h i f r a i , she says.

u devel i c e is a i e-c su i ask,es ecially f r s aller h s i als wi h li i ed rec urs-es. e is u h f r everyb dy, ivis says.

ca be dishear e if r e le wh c e

y ur si e if heyca really e

he hi s ha arei r a he .Kathy Divis, co-founder andpresident of Greystone.Net


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nu ber e, i s hu e. nu ber w , kee i i u da e is a u e di j b. theres ever a i e whe

y u check c e he lis as d e because y uhave be c i ually refreshi a d buildi a de ha ci y ur c e .

mur hy adds a her challe e ha lis : readilevel a d er i l y. ni e i 10 adul a ie s hasdi cul y u ders a di heal h i f r a i a e

i e r a her, she says. the J i issiis really ushi heal h care r a iza i s havei f r a i a a f h seve h rade readi level,she adds, sayi he al is he sa e f r her web-si e, as well.. tha s e f he reas s she ur ed

lice sed heal h c e f r Hardi me rial. sdelivered a ha sa e readabili y level, she says.

Fra ks ade a si ilar decisi a hildre s H s i al,bu she als devel s cus c e : We have

edia ric s eci c c e ha we lease, bu we su -le e ha wi h c e ha is wri e s eci cally

f r ur service li e, says Fra ks, wh believes hisc bi a i f re ared c e a d cus -wri -

e c e i izes b h he useful ess f hewebsi e as well as he e cie use f res urces.

s h a is as h a, a d he si s, sy s a drea e , all f ha is he sa e whe her y ure herer y ure i e ver, she says. f r e ake hei e wri e all ha , ha s a r duc ive use fy i e. u be able say, Heres he ea a

hildre s ha ca rea y ur childs as h a, diabe-es, r diseased liver. hi k i s he full circle f yi

i all e her ha s i r a .

Working with content providersmark g hber , edi r f eHealthcare Strategy and Trends, a i dus ry ewsle er, says i s wise lice se basic heal h c e a d f cus s a e r s

hi hli h i he h s i als key services. ewbir hi ce er, a ew hear ce er, s e f hesefacili ies are qui e a rac ive a d really le d he -selves a ice vir ual ur slides, r a vide , hesays. u eed be able devel ha c ef r y ur key services, key as ec s f y ur r a iza-

i , i er ally.

tur i c e ver a her r a iza i , h u h,ca be erve-wracki . s di cul dele a e sucha i r a ask s e e else. g hber says iis i r a check u he c a y a d ask l s

f ques i s, such as: H w l has he c a y bee i busi ess? H w f e is he c e u da ed a d ai ai ed? H w i e ra ed ca he c e be he websi e? Wha her y es f r duc s (enewsle ers, ri

ublica i s, br chures, bile a s, ex essa -i , e c) d es he c a y er?

the ideal si ua i , g hber says, is ha heal hc e is sea lessly u i a websi e a d has hebra di f he [heal hcare] r a iza i ra her ha

he ve d r. ve r a iza i s ha have reares urces i er ally he u side f r cer aic e because he u side c e is well devel-

ed, easy u ders a d, u da ed re ularly, a d i sre c s e cie u a d lice se [c e ].

ori i ally, Hardi me rial added heal h c e i s si e wi h li ks Webm . tha w rried e

because he c su er w uld e l s a d ever eback y si e, mur hy says. n w, wi h lice sedc e , i l ks jus like ur websi e. o ce [webusers are] d e wi h heal h c e , all hey have

d is l k u ab ve a d heyre ri h back urwebsi e, where hey ca l k f r s e hi else.

Making sure people cannd your information

ge i he c e he websi e is ly he rss e . Hel i e le d ha c e is jus as vi al.

mur hy akes sure he w rd e s u hr u hadver ise e s, br chures, a c u i y c su er


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heal h ewsle er, enewsle ers, Faceb k a dtwi er. very si le day, s a heal h s ry

ur Faceb k a e, mur hy says. ry ie i i wha s i i ur c u i y ri h w.

ver he su er whe i was really, really h , u six ar icles ab u s ayi hydra ed r usi su -

scree r h w s hea exhaus i , she ex lai s.Visi rs he Hardi si e als ca ch se fr avarie y f heal h enewsle ers di ere ics,which drive i eres ed e le back he websi e.

our ra c has jus e hr u h he r f, mur hysays. July 2011 whe he si e lau ched, heal h c -

e was n . 11 he lis f s ular a es he si e. n w i s n . 6a d risi .

Fra ks als uses s cial edia, enewsle ers a dri ublica i s drive ra c he hildre s

H s i al websi e. h he h s i al a d he h s i-als call ce er wee daily.

Whe s e hi hi s he ews, were able address i ri h away, she ex lai s. F r i s a ce,

whe he erica cade y f pedia rics cha edhe uideli es f r car sea s we were able se d hewee ab u ha . ecause l cal ews r a iza i s

f ll w he twi er feeds, hese wee s f e resul s iedia c vera e.

hildre s H s i al has w bl s, e wri e byhysicia s a d a her by a ie care s a . als

was he rs childre s h s i al i he a i lau ch i s w bile h e a , Kids are, which

ives are s i f r a i based heir childre ssy s. ased wha he are s e er, i le s

are s k w whe her hey sh uld ake he child he e er e cy r , call he hysicia duri ce

h urs r ry he f ll wi h e rea e s. i ce i slau ch i 2007, he r ra has bee d w l aded

re ha 25,000 i es.

these are all exa les f ushi he websi e u e ial a ie s. u s e le l ki f r i f r-

a i s rai h a search e i e like g le ri d wha heyre l ki f r. this is where

search e i e i iza i c es i lay.

ma y web searches f r heal h i f r a i will akehe user Webm , na i al s i u es f Heal h r

her web-based edical e cycl edia. u whel cal h s i als add heal h c e heir websi esi e s u he ssibili y ha heir a es will c eu he search lis .

they ay well s ar heir search a s e lace likeWebm , says ivis. u eve ually heyre i wa k w wh s rea i his [c di i ] l cally.

this is s e hi Fra ks akes very seri usly. hew rks wi h a u side c sul i r a her c -

e wi h keyw rds ha ake i easier d her

websi es c e i search e i e resul s. We wa ake sure ha ur are s ca d wha heyre

l ki f r, she says. o ce Fra ks has heir a e i , he we ive he c ac i f r a i , s ha if

hey have her ques i s, hey ca e a h ld f us.

ivis advises ha , whe ssible, websi es sh uldi e ra e e eric heal h c e wi h he h s i alss eci c services. o a a e describi r s a eca cer, a lis f c l is s wh rea ha y e f

... s e le l kif r i f r a i

s rai h a search

e i e like g ler i d whaheyre l ki f r.

this is where searche i e i iza i

c es i lay.


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ca cer sh uld a ear. d, he c l is s web-a e, here sh uld a ear li ks i f r a i ab ur s a e ca cer a d i s rea e .

the re i e ra ed y u are, he re useful a d

e ec ive y ur websi e will be, ivis ex lai s. f c e y ur a e r s a e ca cer, d ake

e l ki 800 her laces d u whrea s i [a y ur h s i al.]

mur hy i sis s he 3-click rule f r he Hardiwebsi e: sers sh uld be able reach a y c e

he websi e i re ha hree clicks f r easef avi a i , she says.

t ake sure he Hardi si e lives u his s a dard,mur hy calls u he h s i als cadre f v lu eers,

s ly re ired ci ize s wh e j y ivi heir i e he h s i al a d he c u i y. We u he i ur

c u er lab es i , a d we ade sure ha as faras he usabili y s a d i , hey are able avi a e

he si e a d u ders a d he c e . ased heirfeedback, he t de ar e es back a d akes

he avi a i clearer a d re s rai h f rward.

g hber i s u ha a d i er al searchfu c i ca really ur a kay websi e i a rea

e. s a azi h w a y h s i al websi es viewhe search fu c i as a ki d f af er h u h . ef hese websi es d have he abili y d evehe si les i f r a i , he says.

ta swhich ide ify di ere ele e s f he web-si e c e are he key aki his y e fi e ra i w rk. ivis i s he ar u hHi chc ck medical e er, which has i s websi e seu s ha a search ca e rizes he y es f web-

a es: service i f r a i , heal h e cycl edia,s ecialis s, e c. s a s ar way build c e ,she says. tha s he ki d f hi ha y u ca dwhe y u a c e .

addi i a s, her fea ures ha ca ake

i er al searches re e ec ive i clude au -c -le e fu c i s a d keyw rds hel searchers

ch se he ri h er i l y (a d he ri h s elli )s ha hey d wha heyre l ki f r.

Engaging patients, y u k w wha a ie s are l ki f r, y uve

r vided i a d y uve ade sure hey d i . theex s e is he cli cher: u have e a e he .

this is where he websi e ays ly i er s

f a ie l yal y a d service buildi s, bu alsi heal h u c es. udy af er s udy sh ws ha

a ie s wh are ac ively e a ed i heir heal h-care e d e be er fas er.

the bes h s i al websi es build i useful live cha s,ques i aires, heal h calcula rs, reci es, a d h-er calls ac i ha i vi e he i er e user bec e a a ie . they wa d busi ess wi hy u, ivis says. they k w ha hey ca d busi-

ess li e wi h heir ba ks, heir her a cialr a iza i s. they wa be able d he sa ey e f ac ivi y a h s i al websi e. d, she

adds, they d buy he ar u e ha heal hcareis di ere . [they hi k,] f ca buy s cks li e,

u h be able schedule a d c rs a i ea d see y es resul s.

ve if s h s i als d ye er li e a i -e scheduli , i s esse ial have a - chhysicia direc ry. hildre s H s i al rece ly add-

ed vide r les f r s f i s hysicia s i swebsi e. n w, are s ca ly check a hysi-cia s crede ials, bu hey als ca lis e he

alk ab u heir a r ach care r heir i va iverea e s. Wi h are s rus i he care f heir

child a s ra er, his ki d f ers al uch akesa hu e di ere ce.

Tracking resultsWha s he r f ha hese ech iques w rk? tha s


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where he u bers c e i . d if y u rack heri h i f r a i , he u bers ca be i ressive.

cc rdi g hber , he rs s e i u der-s a di he re ur i ves e f r websi e

devel e is k wi h w uch he h s i alakes key service li es. Fr here, g hber

says, de er i e which ele e s he websi e willlead s e e havi ha r cedurewha ur s

ha i er e searcher i a e ial a ie , a dhe wha s i e a e ha e ial a ie

a d c ver hi r her i a ac ual a ie .

Fra ks has bee re r i web ra c hehildre s H s i al si e f r 10 yearsever si ce he

vice reside f he h s i al hrea e ed cu herbud e . daw ed e, ha eeded d a be -

er j b f le i se i r leadershi k w jus h wvaluable he websi e is as a reve ue s urce f r heh s i al, she says.

While he u ber f hi s he websi e i h s u dd, Fra ks k ew ha reve ue is wha really res-

a es wi h h s i al ad i is ra rs. he i cludesi her re r li e reve ue s urces such as li ed a i s, if sh urchases, a d eve billi rev-e ue fr he h s i als li e bill ay fea ure.

as year ur websi e e era ed 8.2 illi d llarsi reve ue, Fra ks says. tha s really hard f r he

say .

Fra ks als racks referrals fr he websi e. this isade ssible by havi e ele h e u ber

all arke i a erials li e a d ri . the u -

ber akes callers he h s i als call ce er, whichalways asks e le where hey he u ber.Whe he caller a swers websi e, a i e s

ade wi hi 90 days f ha call ca be raced backas a web referral.

addi i , Fra ks e c ura es hysicia s a d h s-i al s a le her k w whe a ie s c e he

h s i al hr u h he web.

o e hysicia jus called e less ha a h a ,a d said, Hey, jus h u h y ud like k w a call fr a dad wh saw ur vide utube,a d wa ed k w if his dau h er was a ca dida e,a d shes c i i ex week, Fra ks says. thaki d f s ry akes i i her hly re r h s-

i al ad i is ra i .

Her a r ach has c ver ed s e believersa he edical s a , as well as he h s i alad i is ra i . they w see ha he Web is heway . Whe s ar ed here, as said 12 years a ,i was always, Hey, eed a br chure. n w i s, Hey,

eed a web a e, s hi k heyre di he w-er f he er e .

Krames StayWell:

Kra es ayWell is he lar es r vider f a ie educa i , c su er heal h i f r a i , a d ula i heal ha a e e c u ica i s i he c u ry. We c bi e ex e sive ech l y a d c e wi h vas c su er

i si h s a d a s ra e ic a r ach e a e c su ers acr ss he e ire s ec ru f heir heal hcare ex erie cei a way ha her heal h i f r a i r vider ca er. our bes -i -class heal h c u ica i s lu i si e ra e ri , i erac ive, a d bile f r a s a ul i le uch i s a rac a d re ai c su ers, i r veheal h u c es, a d l wer c s s. We deliver easurable resul s f r h s i al, heal hcare r fessi al, heal h la ,e l yer, re ail har acy, ver e , a d ass cia i clie s wi h w rld-class desi , c i e heal h

li eracy ri ci les, a d a f cus cus devel e .

For more information about what we can provide to yourorganization, please visit KramesStayWell.com
http://www.kramesstaywell.com/http://www.kramesstaywell.com/

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