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.
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.
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.
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.