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GreyMatters is your hospital digital marketing guide, with articles on hospital digital marketing best practices, trends, updates and more.

Content as a Service: Streamlined Content for Healthcare Systems

by Sara Foster | Dec 17, 2020

This article was written by Michael Kincaid, the Chief Technology Officer at Reason One, a full-service digital agency serving the healthcare market. With a background that spans many digital disciplines, Michael has spent 15 years developing solutions on a variety of CMS platforms. He is a Kentico Kontent MVP and can be found on Twitter as @meandmyrobot. photo of Michael Kincaid with Reason One logo

Summary: Marketers and content managers face significant challenges with wrangling content across a growing number of channels. Content as a Service (CaaS) platforms streamline all your content in one place, reducing stress, time, and effort required to create and share content.

How much time do you spend managing content for your healthcare system? Chances are, you're responsible for creating and sharing content to the web, the intranet, email, apps, onsite kiosks, and more. You have to create and store this content offline, then match it with the right channels to share it.

Many traditional CMS systems publish only on the web and a few other platforms to share content. They typically are also married to the user interface, making it difficult to re-use content without duplicating it.

The many audiences of healthcare

Managing content across many channels is especially critical for healthcare marketers and communicators. First, your audiences - both internal and external - are looking for information they need to know immediately. Second, they access this information in different ways depending on their personas.

The complex needs of your audiences coupled with the limitations of traditional CMS platforms can create extra work for you. You may find yourself spending more of your time managing content instead of creating it.

All your content, anywhere you need it

In the last few years, content as a service platforms (CaaS, sometimes called “headless” CMS), have arisen as a solution to streamline content management. CaaS prioritizes the content itself rather than the user interface (i.e. the “head”), allowing you to seamlessly share content.

Unlike traditional CMS platforms, CaaS has the ability to pair with many other platforms you may already be using. This is thanks to a modern “API first” approach to integrations. CaaS can integrate with the other platforms you're already using, meaning they will be able to read and write content into your central content repository.

What does this mean for you?

  • Create content once, share it everywhere. When you create a piece of content - text, image, video, anything - CaaS treats it like a standalone “chunk." This chunk can then be re-used across many channels. Need to update a piece of content? Simple. Edit the content once and it is simultaneously updated wherever it appears.
  • Manage your content in the platform. Gone are the days of multiple spreadsheets, shared calendars, and separate workflow boards. CaaS includes built-in content calendars and workflows, which streamline your process and put it all in one place.
  • See it before it’s live. Web is still the number one channel for content. Knowing this, leading CaaS platforms are adding in more WYSIWYG features. These give you the ability to not only preview your content on your web channels, but also edit content directly from the web page
  • Give your DAM a boost. CaaS platforms are great at integration (did we mention that?). Depending on your needs, an enterprise CaaS will come with DAM features, making content delivery that much easier.

In the fast-paced world of healthcare, where your audiences need critical information immediately, CaaS has the potential to make content management much more efficient. Platforms like Kentico Kontent, Contentful, Contentstack and Storyblok allow you to create your content once, in one place, and edit it across channels without duplicating it. These efficiencies help you keep your focus on the value of your content, and the needs of your audiences.

  • HealthCare Digital Marketing
  • HealthCare Marketing
  • content planning
  • Content Strategy

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