Internet Privacy Background

The past five years have been a slow crawl to a more private internet. The European Union has demanded more transparency of what trackers are being used on websites. Apple has worked to limit the amount of personal tracking being mined from iPhone users. And, in April 2019, Google announced that they were going to deprecate third-party cookies on their Chrome browser. They charted their course to finish this process by mid-2022.

However, in June, Google issued an update: the timeline is to be extended to late 2023. They recognize the process is complex and they are giving themselves the extra time to get it right. That means you have more time to prepare.

How Cookies Work Now

For many years, cookies have made it easy to track and collect data on internet users. As marketers, we have used this boon of information to direct advertising with precision based on behavioral data, interest data, and user data. If we identify an audience, we could create a custom-targetted ad and direct it to that audience, no matter how specific, and feel confident in its success. With this tool leaving our toolbox, it underscores that we need to refocus our efforts in collecting as much data without the crutch of cookies.

First-party data will become more critical. First-party data is the data that you can collect from your own sources—user behavior on your website, survey responses, CRM data.

Third-party data, however, is information collected by a company that does not have a direct relationship with either the first party—in your case, your hospital or health system—or the second party—the user.

It will be even more important to make sure your data collection efforts are set up and running to capture as much information as possible. You may be losing information about users once they are off your website, and that makes it more necessary that we collect information while they are on our website.

How Can I Start Planning Today?

Make sure your analytics are set up. This is a great opportunity to make sure that Google Analytics 4 (GA4) is implemented and set up. GA4, as an updated platform, is more focused on user behavior where Universal Analytics (its predecessor) was more focused on session information.

Sort Your Analytics

The updated event tracking capabilities in Google Tag Manager are necessary so you don’t have any data gaps in the user journey. Ensure you have robust hard conversion tracking (think phone calls for appointments) as well as soft conversion tracking (email list sign ups, news or blog shares). Both conversions can help us to better understand what is and is not working with our ads.

Start Collecting Data

Collect additional first party data. Consider the information that can be collected in a CRM. Of course, stay conscious of HIPAA restrictions when it comes to putting the data that you collect to use, but you can still be precise enough to maximize your data while protecting patient privacy, as well.

Don’t Forget to Leverage Offline Data

Consider offline data sources. Surveys and patient feedback can be valuable sources of information on your geographic audience and can help give you clues for advertising purposes. In marketing, finding out who your audiences are can be half of the battle. You can avoid some of this challenge if you let your audience will tell you who they are through their own feedback.

Consider Alternate Channels

This is also a good time to dust off some of the advertising paths that may have taken a second seat to third-party, cookie-based, behavior-targeted ads in our portfolios. Looking at our content, looking at our users, and looking at their interests will be the key to success moving forward.

Remember, content is king (and drives conversions)

Content, both site content as well as marketing content, is still king when it comes to your online presence. Ultimately, this is why website users come to your website.

By using your expertise as leverage alongside insight from your first party data, you can develop a comprehensive website content and content marketing strategy. For example, using a bariatric weight loss email drip campaign to drive people to sign up for an informational seminar, or creating a Facebook group for new or expecting moms and creating resources and content marketing materials relevant to that audience. This approach lets you tailor your site for our audience and drive conversions.

Keep your audiences in mind

If you set up our first-party data collection correctly, specifically through non-analytics channels, you should be collecting information on who your audience is.

While it may be true that your audience image will not be as defined as what you can currently see with third-party cookies, this approach can also provide insight that you may not have from other sources. Information collected from Analytics will be limited to their behavior and the demographic information they have shared with Google. There are additional touch-points, like family information or specific care needs, that can be better communicated straight from the members of the audience themselves. To that end, you can still use user targeting on these audiences to cater marketing based on demographic information as well as website behavior.

Consider additional targeting strategy moving forward

The deprecation of third-party cookies will have no effect on contextually based targeting. For example, consider Pay-Per-Click (PPC) advertising. Since this advertising is run based on searches that users perform and not on behavior/user information from cookies, it will be unchanged. Reorienting your marketing plan around that type of outreach will prove to be a recipe for success.

Next Steps

Given how central third-party cookies have been for marketing plans, it is important to use the time Google has given you to come up with a transition plan. We are always happy to talk with you about your current initiatives and help craft a strategy to move you away from third-party cookie-based advertising channels and shore up your data collection techniques.

Our stance remains consistent … page speed is a means to an end. Don’t forget about the larger aim — improving user experience (UX). Consider potential trade-offs between page speed performance and features benefiting your users. Always look at your website holistically and make intentional, informed decisions.

What are Core Web Vitals?

Google’s Core Web Vitals aren’t new. We’ve paid attention to and have had access to these metrics for quite some time. Google has decided to simply package them together and give them a title. Core Web Vitals consists of three metrics:

1. Largest Contentful Paint (LCP): This metric reports the render time of the largest image or text block visible within the viewport, relative to when the page first started loading.
2. First Input Delay (FID): FID measures the time from when a user first interacts with a page (i.e. when they click a link, tap on a button, or use a custom, JavaScript-powered control) to the time when the browser is actually able to begin processing event handlers in response to that interaction.
3. Cumulative Layout Shift (CLS): CLS is a measure of the largest burst of layout shift scores for every unexpected layout shift that occurs during the entire lifespan of a page. A layout shift occurs any time a visible element changes its position from one rendered frame to the next.

How does Google’s Core Web Vitals impact my rankings?

When looking at Google’s Core Web Vitals metrics it can seem overwhelming, especially when tools out there indicate that you’re struggling in one, or all of these areas. However, as usual, things are a bit more nuanced than simple metrics. Consider this guidance directly from Google:

“The page experience update introduces a new signal that our search algorithms will use alongside hundreds of other signals to determine the best content to show in response to a query. Our systems will continue to prioritize pages with the best information overall, even if some aspects of page experience are subpar. A good page experience doesn’t override having great, relevant content.

This is similar to changes we’ve had in the past, such as our mobile-friendly update or our speed update. As with those signals, page experience will be more important in “tie-breaker” types of situations. If there are multiple pages of similar quality and content, those with better page experience might perform better than those without.”

Does Site Speed Matter, Then?

So, site speed is still not as significant a factor in rankings as many digital marketers anticipated. Google is continuing to emphasize quality content over everything and has directly stated that these signals are more of a “tie-breaker” than an outright deciding factor when it comes to your ranking on their results pages.

The driving force behind Google’s focus on page speed? Promoting and improving UX on its platform. Tying page speed to your SEO is a way for Google to get you to care about this too. Faster page load times is just one tactic Google has prioritized — and it’s the one getting the most attention.

This isn’t to say we should ignore page speed or other core web vital metrics. If your page is unbearably slow to load or has content shifting all over the page, Google may demote your site in search engine rankings. But, if you have a generally well-performing site today, improving your page speed isn’t likely to boost your rankings. What helps your rankings and what hurts your rankings aren’t always the same things, and both are still largely driven by who is providing the best information to users for a given query.

How do Core Web Vitals impact user experience?

Though it’s likely these metrics aren’t impacting your rankings, they may affect your UX and other measures of success. If a page takes more than a few seconds to load, or if content is moving around the screen while the user tries to engage with the page, users may get frustrated and leave your site. If you see lower conversion rates, lower engagement rates, or exceptional bounce rates, Core Web Vitals are a solid place to look for some insight. Remember that even Google recommends that you think about how your users experience your site, instead of simply how the page performs.

Page speed is a measurement of how fast your page content loads — so users can see and interact with your content. Page speed can be affected by many things, from the user’s browser to server configuration and front-end script management. Page load times can vary dramatically from user to user.

Still have questions?

The truth about Google’s Core Web Vitals and their impact on your site’s performance is complex. If you’re interested in looking into your site’s UX, page load speeds, or other metrics, know that Geonetric can help. From identifying the pages you should focus on to meaningfully measuring their performance, Geonetric is able to help develop strategies and tactics to enhance your site.

Focused on your site’s loading speeds and interactivity, the update aims to ensure page performance is a key ranking signal. Tune in to this webinar and learn how recent changes could impact your SEO strategy. You’ll walk away with tips for how to audit your site for Core Web Vitals compliance and prioritize what fixes need attention – protecting your hard-earned rankings today and in the future.

Consider the fact that more than half of Google searchers don’t click on anything. To top that off, according to copyblogger, 8 out of 10 people will read your headline copy, but only 2 out of 10 will read the rest.

That means your headline may be all that people see. Don’t you want to entice them to click in and engage with you? An engaging headline is key to getting your target audiences to dig deeper and read the content you work so hard to deliver. Here are a few ways to be more strategic with your headlines so they convert.

1) Be accurate

Bait-and-switch is never good. Make sure your headline aligns with what your readers will find in the article you’re sharing. Accuracy means users are less likely to bounce, too, which is always good for your SEO efforts.

When headlines accurately represent your posts’ content, users will be more satisfied with their decision to click. That goodwill means they might even go deeper into your website to find more information about their interests.

Pro-tip: Make a draft headline to get you started on the article, and then jot down additional options as you write. That way the final article and the headline are in alignment.

2) Speak directly to your reader

Personable and engaging headlines don’t talk about “patients,” they talk to them. They’re a great way to engage users right off the bat.

For example, North Mississippi Health Services asks “Are Your Kids Ready for School?” in one of their recent articles. This engages the reader because it’s personal, it’s about their kids and provides helpful advice for making sure the reader is ready for back-to-school season.

Headlines like this address your users’ concerns or echo their questions. That creates a stronger bond with your brand and lets your users know that you’re putting their needs first.

Try experimenting with different words to make sure that you’re speaking directly and engaging your readers. For example, try using verbs and other evocative words to engage your reader right away. When you use different words in your various headlines you can see what words speak to your users and make sure you’re speaking in a way that’s meaningful to them.

3) Ask a question

Learn what questions your patients ask their care providers — or consult good old Dr. Google via Google Trends. Then, repeat those questions back to your users in your headline. This also helps with SEO – people sometimes search in question format, so you could match their search query better if you plan for it!

This engages your reader right away. They want to answer the question for themselves or find the answer in your resource. Still, the old adage stands – don’t ask questions where your users could say “no.”

Be thoughtful, and make sure the question leaves them wanting to dig deeper. Leading with empathy for your users is an important part of this.

And remember, this isn’t a one-size-fits-all answer. Not every article calls for a question in the headline, so use this tactic strategically. Otherwise your audiences may get burned out with the format.

4) Use numbers

Numbered lists, intriguing statistics, and headlines with numbers are a great way to catch your audience’s eye and entice them to click. They promise details, content that will deliver on answers they want.

The other benefit is that numbered lists, or “listicles,” promise an easy-to-skim article structure. Readers know they won’t have to engage with details that aren’t meaningful to them or don’t address their concerns. Time is money, and listicles promise a quick overview to find out if their answers are inside.

Using engaging, intriguing statistics is also a way to get buy in from your audiences. Put your most click-worthy stat in a headline with helpful details, and you might catch attention enough to get a click. Whether you keep their interest is up to your article.

Pro Tip: Nielsen Norman Group recommends writing numbers as numerals when writing for online readers. That’s because numerals are better at drawing your reader’s eye. So if you follow Chicago style, don’t be afraid to modify it for your headlines.

5) Give readers a reason to click

Traditional headlines highlight an article’s most important message. They might summarize a story or direct attention to a specific fact. This headline style works well when you’re reporting news and your goal is to give readers a succinct synopsis of your content.

As a content marketer writing headlines, though, your goal is to drive clicks. So, you need a different writing style. Pique readers’ curiosity by serving up a headline that promises to deliver information they care about if they engage with your content.

Want to dive deeper?

Watch Behind the Scenes of Successful Healthcare Content Marketing to get more tips from experts. It includes even more ways that your headlines can be written to intrigue and engage your audiences.

Get started

Ready to get started? Test these strategies on your content marketing hub to see what tactics are most meaningful for your users.

Want a little help to get this effort off the ground? Check out more content marketing articles and contact us to see how you could benefit from our writing experts.

#1 University Health’s HealthFocus

With a streamlined navigation that allows users to filter stories by topics or services, University Health’s content marketing hub draws you in quickly. Whether you’re looking for stories related to a specific service or a topic, or want to search by keyword, you can easily find what you’re looking for.

Their unique patient stories catch your eye with engaging photos of real people. Those photos are given center stage with the photo-heavy design of this hub. They also seamlessly integrate graphics and visuals in their articles and stories.

University Health also has a sophisticated cross-linking strategy with providers, locations, and service lines. That allows users the option to explore more in-depth without getting to in the weeds and distracting from the topic at hand.

#2 Northwell’s The Well

Northwell’s fun approach to content marketing takes their hub to the next level. Sometimes funny, always engaging headlines paired with unexpected visuals make the content hub fun to scroll and entice you to dive deeper.

Northwell doesn’t shy away from less traditional topics, with their content hub featuring everything from ingrown hairs to boogers. They even touched on marijuana safety when their home state of New York voted to legalize it for recreational use.

This straightforward approach can pay off. Patients are talking about these topics, whether or not you are. If you give them helpful and engaging information, they’re more likely to share with their friends and family, but they also might remember you when it comes time for their care. It’s clear that this approach is drawing readers. A glance at their trending filter shows that articles on marijuana, weight gain, and bodily functions are resonating with their readers.

#3 North Mississippi Health Services’ Connect

A nice blend of timely and timeless topics, North Mississippi Health Services’ content marketing hub, Connect, is updated regularly and hits a wide variety of topics.

While the name is a play on their tagline (“What connected feels like®”), it is fitting for a variety of reasons. For example, most articles are written by clinicians, so they can address questions they hear frequently and provide the information their community needs.

North Mississippi Health Services offers filtering by topics and services, and they also have a hub-specific search, making it easy to find information on the topic you want to read about. They also make their articles easily shareable across all social platforms, as well as through email and ability to print.

#4 Adventist HealthCare’s Living Well

An eye-catching header with easy-to-access filtering helps make the Adventist HealthCare content marketing hub easy to navigate. With a mix of topics, from recipes to giving birth during a pandemic, Adventist HealthCare does a great job of addressing the needs of their communities.

Adventist HealthCare also does a nice job including links to relevant service lines and including CTAs on their posts, so if you’re interested in exploring a service after reading something, it’s intuitive and easy.

Read the full case study on this content marketing hub and see some of the impressive results.

#5 Cleveland Clinic’s Health Essentials

It isn’t a roundup of content marketing hubs without a mention of Cleveland Clinic. This hub is renowned, even beyond the healthcare industry, and there’s a lot to learn from their approach. Cleveland Clinic hits on relevant topics in a timely manner, allowing them to lead the charge on topics that healthcare consumers care most about.

We also love the section devoted to COVID-19-related articles. COVID-19 is still very timely and developing, so featuring it makes sense, and they’re still creating fresh content to inform their site visitors.

#6 ProHealth Care’s Healthy Directions

Impactful visuals make ProHealth Care’s Healthy Directions engaging to scroll and click through. With a variety of topics and audiences, it can be tricky to find engaging photos that connect with your headlines, but ProHealth Care makes it look easy.

The opportunity to share natively once again stands out for ProHealth Care. Once again, hub-specific search helps you find the topics that interest you most. ProHealth Care’s content tackles popular topics, like the Mediterranean diet and gardening. And share functionality on every page makes it easy for users to email a favorite article or post it to a social media site.

#7 Johnson & Johnson

With a focus on topics that matter for both their brand and their customer base, Johnson & Johnson has an interesting perspective when it comes to content marketing. They have been leveraging their spot as one of the vaccine providers in the U.S. to up their content marketing game, especially around COVID-19.

In fact, Johnson & Johnson has several distinct hubs, all linked from the main one. While it may not be as intuitive of an approach as having filtering, for a group like Johnson & Johnson – who has extremely different audiences – it makes sense. This approach allows healthcare consumers to go directly to health and wellness or COVID-19 content, while shareholders can choose an experience that targets their interests and concerns.

Ready to up your content marketing game?

Get the inside scoop with Behind the Scenes of Successful Healthcare Content Marketing — where our experts discuss some best practices to give your content marketing the love it needs.

Feeling overwhelmed with your content marketing efforts? Our experts are eager to help you engage with your audiences – contact us to find out how.

4 reasons digital audio campaigns work for healthcare

Digital audio campaigns are a great opportunity to spread the word about your healthcare organization and services. It’s also called programmatic audio advertising, which means the platform uses an automated selling and insertion of ads into audio content, much like display advertising. This means digital audio ads allow you to easily target the right listeners at the right time and place.

Here are the top four reasons your marketing team should be investing in digital audio ads.

#1: Broaden your exposure to valuable audiences</h3

Digital audio listeners are an important target audience who is only consuming more online audio. Consider these stats:

• Podcast listeners typically have university-level education, are employed, and earn a household income above $100k per year. (Edison Research)
• Millennials and Gen Z, who are becoming key healthcare buyers and have a big lifetime value, are a demographic that considers digital audio a top channel. (Edison Research)
• The time US adults spent with digital audio recorded an 8.3% growth for a total of 1 hour, 29 minutes per day. (eMarketer)
• Digital audio accounted for 11% of total media time per day for US adults in 2020 (eMarketer)

#2: Access to hyper-targeting

Like other digital channels, digital audio lets you use similar advice targeting parameters, including location, demographics, and online behavior.

With programmatic audio, you have the option to fine-tune your targeting even further. You can use data from audio partners like Spotify, Pandora, and iHeart Media to target specific genres, niches, and demographics. This allows you to target your campaign to complementary genres or topics.

#3: Improve recall

According to Neilson Media Lab audio ads have a 24% higher recall rate than traditional ads. Which makes sense — listeners typically aren’t engaging with other media, which means they won’t be distracted when they hear an ad. With their undivided attention, the ad will have more of an impact.

Combine that with the fact the vast majority of audio ads can’t be skipped, your ads will have a higher rate of exposure, getting the most out of your campaign budget.

#4: Easy to track

Digital audio advertising gives you the opportunity to measure reach, impressions, listen through rate, and click through rate in real time.

Unlike traditional radio ads, where campaign performance data is limited, potentially inaccurate, and typically not available until a campaign has ended, you can easily analyze, adjust, and pivot audio ads as they are running.

An immersive media that pays off

Thanks to streaming audio’s ability to be highly personalized and dynamic, 43% say the audio ads are more relevant to them. (Pandora) If your organization is focusing on delivering more personalized content and ad experiences, digital audio is a channel worth considering.

If you’re unsure how to get started or want to run a test campaign, our team can help. Check out some of the results our team delivering for Wayne UNC Health’s digital audio campaign, and then let’s talk about how we can do the same for your health system.

This white paper will help you evaluate if your CMS is helping or hurting your digital initiatives by sharing the five most common obstacles healthcare marketing teams face with their current platforms. Get guidance to help you move forward with these obstacles in mind.

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