We created Deep Dive Content & Strategy on the heels of a three-year stint leading the digital strategy for one of the nation’s largest not-for-profit healthcare systems. We learned a great deal about how healthcare systems work, but more importantly how the public uses the internet to connect with healthcare.

Content Development for Healthcare

Everyday tasks included copywriting or creating content for web pages, social media, blogs, and printed collateral.

Content Strategy for Healthcare

It didn’t stop at merely creating content for the channels listed above, but developing strategies to showcase this content, engage web users, and build audience.

The strategy for social media was interesting. The looming question is how do you get people to “like” a hospital or hospitals? Healthcare is one of those things that you want nothing to do with until you actually need it. The mere sight of a hospital can make people panic so why follow their messaging on social media? First, distinct voices and missions were created for each social media channel:

• Facebook: friendly and informative in nature feeding information to a generally lay public. Health and wellness was used to engage and grow the audience allowing the organization to sprinkle in heavier subjects, marketing messages, and community events
• Twitter: more journalistic serving to support other social media channels, but focus on web public relations
• Instagram: highly visual (of course) to engage a large Instagram audience, but also add visual elements to the other channels including blogs
• Google+: this channel was more academic and focused on keywords including physicians and procedures. This is because of the close relationship between Google search and G+
• Pinterest: again a highly visual channel with high engagement that is perfect for blog posts, events, and patient stories. Two great things about Pinterest is that it begs for you to think about visual impact in your content and in this case, spoke directly to the target audience; females 30-65.
• LinkedIn: was a powerful tool to target professionals and build audience and impressions with a more upscale clientele. It also offered an excellent outlet for brand journalism that may not fit on other channels.

Health and wellness is a great way to tap into an audience that is proactive about its health. It is also a great way to showcase the wealth of knowledge and expertise the healthcare system boasts. From nutrition and fitness to oncology, cardiology, and orthopedics hospitals have some serious science to drop. What better way to understand the latest diets or procedures, but from the highly trusted experts inside the organization?

Leveraging these experts spills over into ideas for the organizations blog’s. From piggybacking on current events to creating original content the community is looking for via blog posts, videos, live surgeries, webcasts of Q&A sessions, etc. good content puts a healthcare system in control of their reputation and authority.

Take all of these content sources then optimize the for search engines and lead generation (meta information on pages and blog posts, use of descriptions, tags, and overlays on Youtube and Facebook, etc.) and the content strategy becomes amplified.

Digital Strategy for Healthcare

We were on hand to do everything from optimize AdWords campaigns to developing best practices for dozens of websites. Instead of throwing up pages and deleting them at will as the organization did in the past, we drew up blueprints for best practices that included how to layout content to be more readable to leveraging all the tools offered in the content management system (CMS) for pages, images, and links to strengthen search engine optimization.

We spearheaded the initiative to develop a new website. Healthcare organizations have a lot of information to cover but when it comes down to business goals and satisfying users in the community it comes down to:

• Robust physician profiles – the more information a potential patient can get about their doctor the less likely they are to leave the website to continue their research
• Clear and insightful information on main services – conditions, treatments, and other procedures along with the marketing message of why the user should choose you (case studies, testimonials, patient stories)
• Simple location information
• Conversion points – allow your patients and referring physicians to contact you, ask questions, or make an appointment seamlessly on your pages
• Contextually relevant articles – These support your physicians and service lines while also creating SEO-friendly content  that bolsters your site and serves as other avenues to draw those looking for treatments or answers

Photography for Healthcare

We say this all the time but stock images must die! Our photo services were used to make better social media posts, blog articles, web pages, and printed collateral.

Video Content for Healthcare

Video content was created to add another dimension to web pages, blog posts and social media posts. Web video is crucial in a digital strategy because video is more “shareable” and increases engagement on pages and on other channels. It also serves another element of your audience – those that prefer to watch over reading.

Digital Project Management for Healthcare

We managed just about every digital project for the Orlando healthcare system using years of project management experience to ensure best practices in build and deployment. Strong project management keeps projects on time and on budget.