How Is Content Integration the Secret Ingredient for Elevating Online ROI?

Ask The Expert with Rachelle Montano

While eight in 10 consumers say they go on­line in search of health informa­tion, a hospital website is usu­ally not their first destination. That’s why you need to do everything you can to get them to come to you with their health questions.

Having a robust health content library available on your site is a good place to start. Without health information, your hospital website runs the risk of not even showing up in search engine results – which is where most consumers begin their health searches. Offering valuable reference information to patients and prospective patients provides a valuable benefit to them. But you can also provide a valuable benefit to your own organization by using this information as a lure to attract con­sumers to engage with you.

The key is called content integration. Simply put, it’s the process of tag­ging health content with codes that link it to related topics that promote your hospital’s physicians, programs, and classes. Through content integration, a hospital can empower site visitors who are searching for infor­mation on a specific condition to then take action with that hospital and use its services.

For example, a hospital seeking to promote its diabetes care would work to tag the content in its health library with links to physicians who specialize in diabetes treatment. Links would also be established to connect diabetes content to relevant classes, clinical trials, videos, and so on. The goal is to ensure that any page featuring health information on diabetes also presents contact infor­mation for relevant physicians, class registration forms, phone numbers, and more. That’s what content inte­gration is all about – it’s using smart, behind-the-scenes strategies to link consumer interest to a promotional opportunity.

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