Content Strategies for a Post-Pandemic World

// By Jane Weber Brubaker //

The pandemic commandeered most of the marketing resources of healthcare organizations during the past year or so, but in the background, marketing teams have been steadily pushing key initiatives forward, laying the foundation for post-pandemic activities.

Adventist HealthCare, an integrated health network based in Gaithersburg, Maryland, and North Mississippi Health Services, a regional health system with headquarters in Tupelo, are two good examples.

Andrew King, digital marketing manager, Adventist HealthCare

Andrew King, digital marketing manager at Adventist HealthCare, moved content from the organization’s WordPress blog into the system’s enterprise content management system, Geonetric’s VitalSite, as the first step toward creating a robust content hub, “Living Well.” Before that, he says, “We had two different content management systems that sort of talked to each other through custom connectors, but not really that well. It was a headache to keep both optimized.”

North Mississippi Health Services launched its content hub, “Connect,” in February. Behind the scenes, says Marsha Tapscott, director of marketing, “we were steadily working on the back-end — training to learn the functionality and how to develop content, how to figure out optimum word counts and topics, and how things are going to be populated on the website.” Connect launched in February.

These organizations, like many others, have lean teams and aggressive goals. To achieve their content marketing aspirations, one streamlined its marketing stack, and the other leverages content creators from across the organization.

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