Healthcare Content Strategy: Substance and Structure
Vanessa Hill, vice president of brand strategy and consumer engagement at Beth Israel Lahey Health
Every successful healthcare content strategy needs two main ingredients: substance and structure. But how do you merge these two together to create a seamless web experience for your customers?
In 2017, Lahey Hospital & Medical Center announced its intent to merge with Beth Israel Deaconess, creating what would be the largest hospital merger in Massachusetts in decades. Combining the systems would bring together 10 hospitals in eastern Massachusetts and account for a 22 percent market share in the state.
While the merger created great opportunities for the newly formed Beth Israel Lahey Health, it also created a lot of work for the marketing and communications team, which took on the responsibility of developing a fresh healthcare content strategy for the new system. The team was tasked with consolidating more than 60 websites, implementing a new enterprise-wide CRM, standardizing content, and centralizing more than 50 social media accounts across the system. And the team had to do it as the world locked down for COVID-19.
“We were building a team from scratch with inherited people who had various responsibilities,” says Vanessa Hill, vice president of brand strategy and consumer engagement at Beth Israel Lahey Health. “The need for efficiency and scale was something that was always on our mind, and it informs our thinking as we design the way we want to work together in the future.”
At a recent conference, Hill discussed how her team worked closely with Chris Boyer, vice president of digital strategy and marketing intelligence, to develop a successful healthcare content strategy that made the merger of web properties seamless.
In our new article, you’ll discover the methods they used to organize and manage their content efficiently while increasing user engagement and interaction.
Read the full article here: Peanut Butter + Chocolate: A Recipe for a Successful Content Strategy
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