TOP FIVE CONTENT TRENDS FOR 2013

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

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GEONETRIC CLIENTS

ABOUT GEONETRICGeonetric is a healthcare marketing agency and software developer providing leading hospitals and medical practices with marketing services and software solutions specific to the healthcare industry.

TODAY’S PRESENTERBen Dillon, MBA | VP & eHealth EvangelistGeonetric, Inc.

Ben is a vice president at Geonetric. He writes and speaks extensively about healthcare technology trends, everything from social media strategies to accountable care organizations. Ben is a SHSMD board member, a member of the HIMSS Personal Health Information Taskforce chairs the eHealth Special Interest Group, is an inaugural judge of the Healthcare Internet Hall of Fame and has judged the eHealth Leadership Awards for the past ten years. He’s also a Twitter junkie – follow him at @benatgeo.

TOP FIVE CONTENT TRENDS FOR 2013

BEN DILLON, MBA | VICE PRESIDENT & EHEALTH EVANGELIST

JANUARY

Top Five Content Trends for 2013

FEBRUARY

The Content Conundrum

MARCH

Content Marketing for Healthcare

TREND #5

RESPONSIVE CONTENT

MOBILE EXPLOSION

Source: Geonetric client research

Average

Max

RESPONSIVE DESIGN

NEW IDEA: RESPONSIVE CONTENT

• Tailoring the experience to the user is more than resizing design. Design must adapt, but so must the functionality and content.

• What might content respond to?– Screen size

– Location

– The individual reading it

WRITING FOR THE SMALL SCREEN

• The challenge– Users want all of the content

– It can be overwhelming on the small screen

• Strategies– Pruning

– Linking

PRUNING AND LINKING

WHY ONLY MOBILE?

ADAPTING TO OTHER FACTORS

More devices are location aware – use that instead of manually-entered ZIP?

TREND #4

INTEGRATED CALLS TO ACTION

Most Visits Here

Tracked Value Here

PRESSURE TO DEFEND VALUE

Direct URL

Search Engine

PPC

Social Media

Vanity URL

Home Page

Landing Page

Interior Page

Online Conversion

Departure / Untracked Phone

#

Tracked Phone #

WHAT IS THE GOAL FOR THIS PAGE?

ALWAYS ASK:

CONNECTING TO RELEVANT PROVIDERS

TREND #3

APPLYING ANALYTICS TO CONTENT

MAKE YOUR CONTENT MORE STRATEGIC

AcquireWhat are health consumers searching for?

EngageAre visitors finding what they’re looking for?What do they do after they arrive?

ConvertWhat are the barriers to patient decision making?Are you holding their hand through the process?

RetainWhat are patient’s needs after they receive services?How do you continue a meaningful relationship?

Align Content With Visitor

Needs

ACQUIRE• What do people coming to your site search for

today?– Google Analytics

– Google Webmaster Tools

• What terms do people search for when you’d like them to find you?– Google Keyword Research Tool

• How do you rank for these terms?– SEOMOZ

GOOGLE ANALYTIC

S

GOOGLE KEYWORD TOOL

SEOMOZ

ENGAGE• Foresee surveys

• Google analytics– Bounce

– Time on site

– Pages/visit

– Return visits

• Session recording

• Site search logs

CONVERT• Forms/task completion rate

• A/B testing

• Conversion funnel

• Downstream revenue

CONVERT

RETAIN• Satisfaction surveys

• Social media metrics– Followers

– Engagement

• Email newsletter metrics– Sign-ups

– Open/click rates

TREND #2

NEWSJACKING

WHAT IS IT?“Whenever there is a hot story in the news, there is an opportunity to create and publish original content that the media will find and will get you coverage. Newsjacking can be by writing a blog post, doing a YouTube video, creating an infographic, or even publishing a book on Kindle.”

- David Meerman Scott, Author of Newsjacking

OWN THE “SECOND PARAGRAPH”

EXAMPLES IN HEALTHCARE

SETTING THE STAGE FOR NEWSJACKING

DOING IT WELL• Find newsjacking opportunities

• Real-time planning

• Get it out there fast

A NOTE OF CAUTION• Some news

items shouldn’t be newsjacked (or only with great caution)

THERE CAN BE A ROLE TO PLAY

TREND #1

SHARABLE CONTENT

BLOGS AND PODCASTS

QUESTIONS?• To learn more:

– Contact us

– 800.589.1171

– Kristy.ryan@Geonetric.com

• Visit our website:– www.geonetric.com

• Connect with us– @geonetric

THE CONTENT TRENDS FOR 2013 VIDEO

Watch the VideoInterested in viewing the original Content Trends for 2013 webinar? Now you can! Visit our webinar page to watch the recording, listen to an .mp3 or download the .pdf slide deck for the webinar.

Watch the Content Trends for 2013 webinar!

NEW WHITE PAPER AVAILABLE

Get to the Point: Web Writing for HealthcareYou know you need great content on your hospital’s website. But writing it and managing it is a big job. This white paper will help. We’ll answer your top content questions and explain the fundamentals of writing good content for the Web.

Request your free copy!

NEXT MONTH’S WEBINAR

The Content ConundrumFebruary 21 - 3:00 p.m. Central Time

Every organization needs great online content. But who’s got the time to develop and maintain it all? Join us to learn

content sourcing best practices. We’ll discuss when it makes sense to develop your own content, license it or hire a

professional writer. We’ll cover the best in provider directories, health libraries and service line content. And we’ll help you ensure that no matter where your content comes from, your

site presents a single user experience. 

THE END