Your facilities are where the sick come to heal. But how healthy is your own online presence, and are your internal team and external vendors able to keep tabs on every important aspect of medical marketing for the web?
Some of our most satisfying work has been with marketing teams in leading hospitals and health systems across the country. Many of these hospitals have big contracts with big agencies to handle their marketing work. So what’s the role for us little guys?
We like to think of ourselves as a special ops crew coming in to assist your existing vendors in fine-tuning your marketing performance. A-Team, Navy SEAL, MacGyver? You get the idea. We can offer an in-and-out engagement or partner with you longer-term to assist on some of the more tedious or challenging aspects of marketing a large hospital organization.
Some Examples of What We Do
SEO Review – Hospitals are complex organizations. With so many moving parts, it’s easy for SEO to get overlooked as you satisfy the needs of a wide range of stakeholders, including doctors, board members, patients, community members and more. We find that an SEO stakeholder at the table for all big decisions can greatly improve the performance of any hospital website. But even if we’re coming in on “cleanup duty,” we can still help to change up key things behind the scenes to get your site scoring better with Google.
Sitemapping – If you are planning a website redo, or planning to launch a new specialty website, we can help advise on site architecture best practices. Make sure your site visitors have an effortless experience getting to what they need. You’ve heard of efforts to improve wayfinding for visitors in the often-confusing physical plant of hospitals and medical centers. Heck, your marketing team may have even coordinated some of those efforts. Do the same for your virtual visitors.
Content Consolidation – A common problem we see with hospital and health system websites in the 2020’s is that you are overwhelmed with legacy content. This content may be out-of-date, incomplete or just plain wrong. We’ve helped several hospitals audit the content across all their web properties, developing a plan to consolidate, rework, or remove content depending on stakeholder input.
Content Creation – There are so many new ways for people in need of health care to get treatments. To stay relevant, you need to continually communicate why your hospital and its satellite properties are a go-to source for the highest level of healthcare in your market. This involves fresh blogs and articles posted to your website, social media content creation and dialog with followers, email and text marketing communications, and more. Our content team has over 25 years of experience specifically in medical marketing.
Reviews/Ratings for Multiple Doctors – It’s not unusual for a health system to have thousands of affiliated doctors. Many of them are in tune with their online ratings, but even today, many don’t pay attention or don’t think online reviews are an appropriate measure of their skill and value. We can help you keep an eye on reviews across all your affiliated doctors, assisting you in triaging negative reviews and situations that could reflect poorly on the hospital brand.
Location Management – Office. Location. Clinic. Department. Satellite office. Urgent care. Health systems typically have dozens of facilities to serve different patient needs. Make sure the information about these locations is correct and complete everywhere on the web so that patients don’t run into issues finding your services.
Analytics – All of the services we offer don’t mean bupkiss if they don’t move the needle on patient visits and increased revenue. But we already have an analytics platform, you say. We sure hope so! Our role in guiding your analysis is to be an extra set of eyes and extra pair of hands to get down and dirty in the stats. We’ve found that with so many other marketing priorities in the hospital setting, finding the time to take a step back and truly evaluate what’s working and where new opportunities may be is a big challenge. We can help!
Engage with Us
We know your team already coordinates a ton of marketing tasks. Do you really need another cook in the kitchen? We promise that we’ll be a valuable team player that streamlines your work instead of adding to it. Talk with us about your needs and we’ll provide a no-obligation custom quote and consultation.