GreyMatters 2016


Google-Specific SEO Tips

number-oneLet’s admit it: We all want to be #1. Especially when it comes to search engine results! Google issued an updated version of their Search Quality Rating Guidelines last November. Here are some tips to help you improve your Page Quality ratings.

  • Post new content on a regular basis. This is a big deal for Google, which emphasizes the importance of adding fresh content on a regular basis. Adding news, blog articles, updates to Web pages and other content can significantly affect your quality rating.
  • Content quality counts. According to Google’s guidelines, “One of the most important criteria in [Page Quality] rating is the quality of the [Main Content], which is determined by how much time, effort, expertise, and talent/skill have gone into the creation of the page and also informs the [expertise/authority/trustworthiness] of the page.” Whew! What does all that mean? While assessing quality can be somewhat subjective, Google looks at the context of the page’s purpose and the type of Website. Quality for a large online store’s site is assessed differently than that of a small local business.  

    Some specific issues cited by Google that can lower page quality rating include:

    • Buying content
    • Making things up
    • Filling out pages with large pictures or other distracting content
    • Copying content from other sources or paraphrasing
    • Using commonly known facts
    • Using lots of words to communicate basic ideas or facts
    • Using small amounts of content on a page.
  • Criteria for supporting content differ by site type. Google designates certain types of Websites as Your Money or Your Life (YMYL) pages. YMYL sites are those with content that can have serious effects on user lives from a financial or other aspect, such as shopping/eCommerce, legal or medical/health. Healthcare marketers and content producers must be aware of this and provide sufficient references, expert opinions and research to support their Website content.
  • Provide assistance and support to Web visitors. Many sites have an FAQ page. But additional guidance and support can be provided with content such as tutorials, how-to guides, white papers and similar information.
  • Clean and simple does the trick. Keep the focus on the content and stay away from busy, cluttered design that can distract the user.
  • Mobile matters. It has been a year since Google updated its search algorithm to give more weight to mobile-friendly sites. If your site isn’t responsive and users who access your site via their phones have to constantly turn the device and pinch and spread the content to see it, your page quality rating will suffer.

Has your organization updated its SEO strategy lately? If so, what have you found to work for you?

Secure Text Messaging May Help Shorten Length of Stay

text-messageA recent study done at two Pennsylvania hospitals found that text messaging among care team members using a secure platform decreased patient hospital stays by almost one day.

The year-long study at the Hospital of the University of Pennsylvania and Penn Presbyterian Medical Center involved 11,500 patients. Text messages were sent to and from physicians, nurses, social workers, clinical research coordinators, pharmacists and unit secretaries using a Smartphone app. The app encrypted messages before they were sent and decrypted messages before they were viewed. The control group used traditional paging for communication among care team members.

When compared to patient outcomes in the control group, the patients in the study group were discharged from the hospital 0.77 days earlier. Readmission rates among the two groups were the same, which may indicate that a shorter hospital stay is not indicative of a higher risk of readmission. These findings suggest that improving coordination and communication among care team providers can lead to more efficient care and shorter hospital stays.

C. William Hanson, MD, chief medical information officer at Penn Medicine and a co-author on the study, said, “Mobile technology is transforming the way medical providers access patient information, communicate and coordinate care, as well as the way that patients acquire medical information and manage their health.”

Is your organization leveraging mobile technologies to improve patient care and outcomes?

Content Marketing, Part 1: The Challenge of Measuring Content Performance

ROIMarketers have plenty of content and they have business goals. But a new study finds that marketers are having a hard time getting the two things to work together to drive revenue and ROI.

The study, “The Future of Content: Measuring Content Performance” was done by Rapt Media and involved over 500 marketers. Survey findings include:

  • 59% of study respondents said their biggest challenge related to content is diving deeper to analyze more than clicks, views and initial consumption, which affects their ability to demonstrate ROI and prove engagement.
  • 98% of the respondents said they would be willing to invest in content technology if it could address their concerns about content measurement.
  • The lack of ability to personalize content sufficiently across audiences was a concern of 75% of respondents.
  • Almost half of the respondents said that their content lacks versatility and can’t be leveraged across multiple channels and devices.
  • Inability to measure content ROI was a concern of 60% of respondents.
  • Inability to measure content performance across all channels in aggregate concerned 49% of respondents.

Effective content engages and resonates with customers. One-size-fits-all content cannot accomplish the personalization necessary to create such meaningful engagement. According to Erika Trautman, founder and CEO of Rapt Media, "Marketers need to prioritize a more personalized content experience, before distribution is even considered, to know how content metrics drive certain audience behaviors so they can optimize it for a more personalized customer-centric experience."

How is your organization doing at measuring the effectiveness of your content? If you have any pearls of wisdom to share, we’d love to hear them! 

Content Marketing, Part 2: KPIs for Content Measurement

KPIIn a related article in this issue, we discussed the difficulty marketers have with measuring the effectiveness of their content marketing. Now, let’s talk about some key performance indicators (KPIs) that can help you assess the effectiveness of your content.

We’ll group these KPIs by function.

  • Consumption metrics. These metrics are used to show how content is being used and to determine the paths used to find your content. They are measured primarily by Google Analytics. These metrics include:
    • Traffic, including total visits, unique visits, etc.
    • Referral traffic
    • Page views
    • Time-on-site
    • Time-on-page
    • Abandonment rate
    • Downloads.
  • Lead-generating metrics. Before using these metrics, your organization will need to determine what is considered a lead and define conversion. Conversion measurement can be accomplished by:
    • Form completion – conversion goals can be set up in Google Analytics for tracking
    • Tracking the origination of a lead
    • Measuring subscriptions.
  • Sharing metrics. There isn’t really a dollar value for social media metrics, but following sharing activity shows you how and if your content is being shared.
  • Retention metrics. Once you gain customers, you want to keep them. Methods to determine retention include:
    • New and returning visitors
    • Bounce rate
    • Social media follower counts.
  • Sales metrics. Tracking behavior of your users throughout the sales cycle can be best accomplished by integration of your marketing platform and CRM. You’ll need to develop customized formulas relevant to your sales cycle and use the formulas to measure various content items such as:
    • A single piece of content, such as a blog article or video
    • A particular group of content assets, such as a campaign
    • A particular type of content, such as your blog or videos.

In general, the most useful metrics for measuring content marketing effectiveness are:

  • Conversion rate
  • Quality of leads
  • Website traffic
  • Number of leads
  • Sales revenue
  • Subscriber list growth
  • Social media sharing
  • Search engine rankings.

However, every organization is different, so the metrics that may be most useful for your organization may not be as useful for another organization. Chances are that you will make changes in the metrics you use as your assessment moves along and you see the results.

Don’t Miss the May Backstage Pass Web Clinic!

backstage-passSeason 1 of the 2016 edition of Backstage Pass continues this month with a presentation on audience research.

On Wednesday, May 25, 2016 from 1-2 pm EDT, "Putting Audience Research Into Practice" will be presented by Aaron Watkins, Sr. Director of Internet Strategy & Digital Content Marketing at Johns Hopkins Medicine and Matt Hummel, President and Founder of Red Privet, LLC.

The patients and other visitors who use your online channels have specific attitudes and behaviors, but they are often not what you’d expect. Having insight into these needs and desires gives you the advantage in creating positive and meaningful engagement opportunities. In this session, learn how Johns Hopkins Medicine is using consumer research methods to inform digital design and marketing strategies. This session will use examples and stories to highlight this approach and discuss how it can drive internal buy-in and measurable results.

Backstage Pass is a Webinar series that extends the education from the annual Healthcare Internet Conference (HCIC) by providing a monthly health check throughout the year for those who may have missed a topic of interest or who weren't able to attend HCIC at all. The Webinars are case studies from the top presenters at HCIC. The best part is you don’t have to leave the comfort of your office or home to attend. No luggage, no airplanes, no TSA, no hassle – it’s a win-win!

Please register for these Web Clinics and future Web Clinics by visiting the registration page.

Don’t Miss Your Booth, Sponsorship Opportunities for #HCIC16!

HCIC 2016Even though it's six months away, nearly half of the booths at the 20th Annual Healthcare Internet Conference have been sold already! This year's conference promises to be very special as we celebrate the 20th anniversary of HCIC. Don't wait too long to reserve your booth space and/or sign up as a sponsor! Booth space is available on a first come, first served basis, so now is the time to reserve your "prime" real estate at The Cosmopolitan in Las Vegas.

If your organization is considering exhibiting and/or sponsoring at this year’s conference, you’re encouraged to go ahead and sign up now. There are some new options this year, so be sure to check out the prospectus and submit your application early, as booth space and sponsorships are limited and you don’t want to miss out on this opportunity!

#HCIC16 Registration Opens June 1

It's almost time! Believe it or not, registration for the 20th Annual Healthcare Internet Conference starts in one month! Registration officially opens on June 1st, so mark the date on your calendar. This year’s HCIC will be held November 7-9, 2016 at The Cosmopolitan in Las Vegas.

If you register for the conference between June 1st and September 9th, you’ll be eligible for the early-bird discounted registration fee. The regular fee applies after September 9th. New this year: Your paid registration includes automatic access to Rewind, the audio recordings of the HCIC concurrent and keynote sessions synced with their PowerPoint decks. Rewind is available post-conference, typically arriving in mid-to-late December.

And don’t forget: If you are a client of Greystone.Net or Healthgrades, you’ll want to arrive in Las Vegas a day prior to the HCIC to attend our special client event - Let's Talk Digital '16. Stay tuned for more information on this year's client event. We promise, you won't want to miss it!

Be sure to check on June 1st to complete your registration.

#HCIC16 Hotel Reservations Now Open

The reservation line to book sleeping rooms at The Cosmopolitan is now open. Call 702-698-7575 (local) or 855-435-0005 (toll free) or book online to reserve your room. Be sure to make your reservations by Friday, October 14, 2016. Identify the meeting as the “20th Annual Healthcare Internet Conference” and use group code "SANNH6" to get the discounted rate of $209/night plus tax.

#HCIC16 Keynote Speakers Announced

The keynote speakers for the 20th Annual Healthcare Internet Conference have been announced. We think you’ll be very pleased with this lineup of outstanding speakers!

  • Zubin Damania, MD (aka ZDoggMD), Founder, Turntable Health: Healthcare, Remixed
  • Tim Eades, Chief Executive Officer, vArmour, and Jon Russell, Senior Vice President and Associate CIO, John Muir Health: Protecting the Digital Transformation of Healthcare
  • Dalal Haldeman, PhD, Senior Vice President of Marketing and Communications, Johns Hopkins Medicine, and Aaron Watkins, Senior Director of Internet Strategy and Digital Content Marketing, Johns Hopkins Medicine: Turning the Ship — How to Move Your Brand Forward in the Digital Age
  • Scott Stratten, President, UnMarketing and Best-Selling Author: Everything Has Changed and Nothing is Different
  • Paul Ten Haken, President, Click Rain: TBA

You won’t want to miss a single one of these great speakers, so be sure to register for #HCIC16 when registration opens on June 1!

CRM Workshop: Coming This Fall!

Be on the lookout for the final plans for the CRM conference to be held in the fall. Details will be available soon and will be released via social media and the Greystone.Net Website.

HIHOF Nominations Open in June

The Healthcare Internet Hall of Fame (HIHOF) will begin accepting nominations for the Class of 2016 on June 1. Read about the nomination process and candidate criteria and think about the person(s) or organization you think deserve HIHOF distinction. Then be sure to nominate them in June!

On the Road With Greystone!

roadMay and June will find Greystone in Chicago to attend conferences. We hope you’ll stop by and visit with us if you’re also there!

  • 21st Annual Healthcare Marketing and Physician Strategies Summit, May 23-25, 2016 - Chicago, IL. Kathy Divis, President, Greystone.Net, will be joined by Neal Linkon from Children's Hospital of Wisconsin to present “The Mobile Only Customer: Are You Ready?” on Tuesday, May 24, at 10:00 AM. Also, stop by Booth #33 to say hello!
  • 28th Annual Conference of Healthcare Call Centers, June 8-10, 2016 - Chicago, IL. Kathy Divis, President, Greystone.Net, speaking with Suzanne Herman, RN, from UNC Healthcare, will present “Just How Important Do You Want To Be: Growing the Value of Your Call Center” on Thursday, June 9, at 3:30 PM.


Latest Greystone News