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How to Boost Your Hospital’s Service-line Marketing: Content

You don’t have to whip up a batch of fresh content to support your organization’s service-line efforts. Here’s how to refresh and reuse existing assets to drive volume.

Healthcare Content Boost

By Tina Kelly

It’s likely your hospital has been so focused on its response to the COVID-19 crisis that it’s been difficult to think strategically about service line-oriented outreach. The good news is that your organization has a powerful conversion-boosting tool lying in wait: engaging, consumer-focused content. Here are a few ways you can put that content to work to bring patients into revenue-building service lines — many of which have likely been sitting dormant, marketing-wise.

1. Create pay-per-click campaigns that drive to content rather than service line pages.

You’re probably running paid search campaigns that drive to landing pages and/or hospital service line pages, which is great. But these campaigns may only be reaching people who are at the point of making a healthcare decision (ie. Who should I choose as a cardiologist?) versus people looking for a resource to answer their health and wellness questions (ie. What are the symptoms of an arrhythmia?). Driving paid search campaigns to specific article pages allows you to build campaigns that target people earlier in their patient journeys. Serving as a resource for these prospective patients builds awareness and trust — once they are ready to make a healthcare decision, they’ll come to you.

Content in action: C/A developed paid search campaigns using existing articles on Vanderbilt Health’s content hub, My Southern Health, to help the organization reach more prospective service-line patients. The average CTR on these campaigns is 6.24% which is significantly above the industry average of 1.79%.

2. Use content to fuel digital lead-gen campaigns.

You are probably sending out a monthly or weekly newsletter with new articles you are posting to your content hub, but are you using that content to nurture patients and prospective patients? By building automated email workflows, you can maximize your content and push patients and prospective patients through service-line specific workflows that will help them make better healthcare decisions.

Content in action: C/A worked with the team at Ochsner Health to create a variety of content-focused digital campaigns using posts from their To Your Health hub. As an example, we developed an email nurture campaign focused on encouraging OB patients to select an Ochsner pediatrician. The campaigns are fully integrated into Ochsner’s CRM, feeding all lead data into the system so that the team is able to measure the effectiveness of each effort.

3. Repackage content into print collateral or gated downloads.

You may be using your content hub’s posts to boost organic traffic to your site or to engage social media users — but those aren’t the only touch points to consider. Audit your site to see how much service line-focused content exists. Where you have enough, try editing those posts into a cohesive piece of collateral that can be used in-clinic or for digital lead generation.

Content in action: To boost lung screening appointments for Vanderbilt Health, we mined their My Southern Health site for lung cancer and smoking cessation content and repackaged that content into a 16-page, My Southern Health-branded mini-magazine — no new assets required.


Tina Kelly
Tina Kelly Chief Marketing Officer

Tina brings more than 10 years of experience to C/A, where she partners with companies to develop digital marketing campaigns that leverage content, encouraging audiences to consume, engage, share and convert. Tina’s experience spans industries, having led digital marketing strategy development and execution for several global and national brands, including The Children’s Place, Nationwide Insurance, Delta Faucet and many more.

Tina has presented at a number of industry conferences and events, including SXSW Interactive and Content Marketing World. Outside of work, Tina and her husband can usually be found on a sports field somewhere, cheering on their two kids.