Welcome Visitors to Your Digital “Home” with Relevant Content

by Lud Kimbrough, President and CEO - 12/08/15


We always come back from fall conferences—including the Society for Healthcare Strategy and Market Development (SHSMD) Annual Conference and the Healthcare Internet Conference (HCIC)—with a few fresh ideas, but this year there was a clear theme buzzing at both events. 

Specifically, there was a singular concept discussed in virtually every keynote, concurrent session, and casual conversation at the booth or over dinner: Everyone needs content. In fact, each event might as well have been called the “We Have the Channels Now We Just Need the Content” Conference.

Perhaps the anecdote that best reflects this concept was a conversation our CMO had with a marketing executive from a health system in the southeast. His organization had invested significant time and treasure in a new website and content management system this year. The stage was set to reveal the new digital properties and reflect the system’s state-of-the-art approach to caring for the community. 

The only thing missing was…you guessed it…content.

He continues with this analogy: 

“We’re going to wake up one day and realize that we need content. It’s like we’ve built an amazing house without any furniture. They might show up once to visit, but they’re probably not going to stay long—and they’re definitely not coming back.”

That theme was repeated dozens of times with hospital marketing executives and vendors alike. Whether implementing CRM systems and patient portals to websites, mobile applications, social media, email, and even the tried-and-true custom publication, the need to “feed the beast” with great content is the tie that binds healthcare marketing departments nationwide.

With that in mind, I’ll leave you with a question: is your hospital’s “house” in order with great content? If not, we can help. It's taken us years to assemble more than 50 of the best writers and designers in the healthcare industry, and our team continues growing to serve your changing and emerging needs. 

Find out why more than 500 healthcare organizations nationwide turn to True North for content.

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Topics: Digital Marketing

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