Geonetric’s Chief Strategy Officer, Ben Dillon, will be joined by experts from a range of healthcare marketing disciplines to provide guidance and actionable recommendations for the road ahead.

Attendees will learn:

• The current state of healthcare marketing, including strategies for moving forward.
• Key principles of agility that help leading organizations respond more quickly and effectively to uncertainty.
• Approaches to engaging your local communities and building confidence in your organization and brand.
• Methods for promoting available services and educating patients on the risks of delaying care.
• Strategies for bringing services back online and filling schedules in a controlled approach while juggling multiple priorities.
• Answers to your live questions and those of your peers.

Join us as Ben Dillon, Chief Strategy Officer at Geonetric and David Sturtz, Vice President of Business Development at Geonetric, discuss findings from the survey.

In addition, Joy Weller, Manager of Digital Media and Marketing at EvergreenHealth (Kirkland, WA), Christina Peaslee, Executive Director of Marketing Communications and Content Strategy at Cape Cod Healthcare (Hyannis, MA), and Darren Moore, Digital Content and Brand Manager at LMH Health (Lawrence, KS), will be joining us to share how their organizations are tackling COVID-19 communication on the web and what are the next priorities for their teams.

Watch on-demand and learn:

• What COVID-19 topics consumers want to hear
• What formats they prefer for engaging with content
• What information sources health consumers trust
• How well consumers are navigating changing care options and opportunities around telehealth
• How this data compares to real-life communication strategies at play at organizations like EvergreenHealth and Cape Cod Healthcare
• What healthcare marketers are focusing on next

Your to-do list is likely changing frequently. Geonetric’s digital marketing and content experts are here to help. Watch this free webinar and get guidance and recommendations combined with real-life examples of what your peers are doing to effectively communicate with their communities and internal teams.

Get answers to your top questions about:

• Building a patient resource hub to house all of your expanding content related to the coronavirus
• Creating new content that answer coronavirus-related questions
• Updating and motivating internal teams through effective communications
• Communicating with patients about expanding telemedicine services to prevent gaps in care
• Navigating patients to the safest and most appropriate care setting
• Pivoting non-COVID-19 communications and campaigns
• Reassuring patients and keeping their needs top-of-mind while developing COVID-19-related content on your site
• Updating Google My Business pages to reflect new hours and protocols and making updates to Schema.org
• And more

On January 1, 2021, those requirements expand to include a consumer-friendly online presentation for at least 300 shoppable services. These rules force healthcare marketers to take a seat at the transparency table and help translate internal data into consumer-friendly content ready for the web.

Attend this session and learn how trends like industry consumerism and transparency are impacting legislation. Review what the current and proposed regulations call for, as well as why healthcare marketers should aim to go beyond compliance and find ways to help consumers make decisions about their care. Discover how organizations can use pricing strategically as well as position your system’s offerings beyond price alone.

Join us for this free webinar and learn:

• The background of the price transparency movement and how we got to where we are today
• What rules and regulations you need to be aware of, including dates and compliance requirements
• How to approach pricing strategically at your organization
• The differences between price transparency and cost estimation tools and how to use both to deliver value to your patients and potential patients
• What healthcare marketers should aim for with transparency initiatives to help consumers make educated decisions about their care

The question now is: How do you get the best return on your investment?

Join Geonetric’s healthcare content experts and learn why the strategy behind your content marketing is just as important as the quality of the stories you’re pushing out. Whether you’re new to content marketing, feel like you’re just going through the motions, or struggling to keep up with demand in a meaningful way, you’ll walk away from this webinar ready to invigorate your content marketing and deliver real value.

Learn about ways to:

• Use personas and patient journey maps to tie content marketing efforts to your audience’s real-life experiences and concerns
• Apply keyword research to make user-centered decisions about content
• Build editorial calendars that keep your team on track to create and publish the right mix of content
• Leverage CRM to gain insight into your audience’s behaviors and meet them where they’re at

Over the last few years, healthcare marketers have worked hard to “level up” their efforts with a greater focus on strategy and planning. These efforts will pay off in 2020, as many organizations will embark on broader digital transformation efforts.

Watch this webinar and see how digital healthcare marketing is playing a leading role in digital transformation, particularly around:

• Access to care: Access to care has always been a popular phrase, but 2020 will see real investments made in centralizing access. It’s essential for healthcare organizations to make it easier for patients to engage with them, regardless of if they come to a clinic, chat with a bot, or call from their couch. It’s all about convenience, from helping rural patients connect with specialists to redirecting patients to the proper care setting.
• User experience: Just doing something is no longer enough. The online experiences you design, develop, and implement have to deliver. 2020 will see more cohesive experiences both online and offline, bigger intersections between content strategies and the web and greater use of research to guide teams.
• Findability: Healthcare marketers are already battling an increase in no-click searches. Add in the changes on the horizon in Google My Business and Google’s Map Pack, and 2020 will be the year healthcare marketers stop optimizing their websites for Google and instead optimize Google for their websites.

But with form abandonment rates averaging almost 70% across all industries, there’s a lot of opportunity to improve the user experience around this critical online tool.

Watch this on-demand webinar and learn tips to build online forms based on the latest form design best practices. You’ll walk away with tips to improve the experience for both your site visitors and your administrators.

Specifically, you’ll learn how to:

• Leverage best practices in everything from design to branding to security
• Focus on conversion at every step of your form design and build
• Take accessibility into consideration and make your forms inclusive to all
• Write error messages that reduce abandonment rates
• Establish workflows that deliver a better user experience (UX) for external and internal users
• And more!

That’s why our content team — filled with experts in journalism, content strategy, content marketing, and healthcare — is here to help by hosting a popular Ask the Experts webinar. They’ll use their deep experience helping health systems of all sizes develop intuitive information architectures, build engaging content marketing hubs, and create content that converts.

They’ll take on the tough questions, including how to:

• Develop and use personas and patient journeys effectively in your writing
• Get the information you need out of stakeholder interviews
• Move from silos of content to a system approach
• Use people-first language in your writing
• Incorporate keyword research in your content
• Be thoughtful about your community’s health literacy levels

Healthcare organizations must be investing in optimization efforts, but with so many areas to focus on including technical, on-page, and external search engine optimization (SEO), it’s hard to know which tactics are the most valuable.

Watch this on-demand webinar and learn how Dan Small, Director of Digital Strategy, from Hartford HealthCare (Hartford, CT) invested in research and their site’s technical foundation to own organic search for priority service lines and how Megan Yezak, Marketing Manager at MidMichigan Health (Midland, MI) transformed their site traffic to a more clinically focused audience by taking a strategic approach to business listings.

You’ll learn how to:

• Review your current efforts and uncover where you need to focus your optimization efforts – on-page, externally, or in technical enhancements
• Take actionable steps to “own” organic search for your service lines, locations, and providers
• Make search optimization a priority in your organization – from fixing technical issues to maintaining business listings to establishing governance systems and processes to make those investments pay off in the long term.

All important to the overall digital well-being of your organization – and all require different skills. It’s no surprise that large health systems now boast teams of 20 full-time equivalents (FTEs), according to our recent 2019 Healthcare Digital Marketing Trends survey.

But for every large organization there are multiple smaller health systems, medical groups, and community hospitals doing the same functions with a lean team. And when it comes to digital, your website approach and tools can be the difference between competing with the big dogs or getting buried under piles of requests. Attend this webinar and learn what you should be looking for in your next CMS to give your team the foundation you need to compete.

In this webinar you will learn how to:

• Understand the skills and roles needed for digital to be successful in a small organization
• Identify signs your current CMS isn’t supporting your team or your digital goals
• Evaluate the different approaches to web content management and what they require of your team
• Understand healthcare-specific needs of a CMS to keep your organization in compliance with HIPAA and PCI