The Coffey Blog
Click-worthy content: Healthcare marketing isn't easy
Happy Wednesday! It's starting to feel like autumn here in Walla Walla, and we're enjoying some cooler weather.
Here's a look at some of the items on our reading list:
Healthcare marketing doesn't come with an easy button
Healthcare marketers know all too well that successful marketing takes work and expertise. We really appreciated the honesty in this blog post. If you're feeling frustrated at not getting the results you hoped for in a marketing campaign, this post might give you the encouragement you need to keep going.
Our favorite quote from the post: "90% of the time marketing means: Work… Frustration… Small Improvements. Working out the little details. Improving little things to improve our results just a little bit. Good results take a lot of sweat and tears."
What bounce rate can tell you about your hospital website
The Great Bounce Rate Debate (Decibel Insight)
The bounce rate for your hospital's website can be a helpful indicator of whether or not healthcare consumers find the site useful and easy to use. But a high bounce rate doesn't always mean you have a problem. Take a look at this infographic to learn more (make sure to read all the way to the bottom).
If you're looking for help evaluating your website's performance, contact us to talk about scheduling a free audit.
Are you using jargon in your healthcare content?
17 Complicated Medical Terms and Their Simpler Explanations (Ragan's Health Care Communication News)
This list of medical jargon terms is a great follow-up to Monday's Coffey blog post about the importance of cutting the jargon from your healthcare content.
Diving deep into digital content
Readers Will Finish Long Stories—Especially If They Come From a Trusted Source (Columbia Journalism Review)
In last week's click-worthy content, we linked to a couple of articles that emphasized how people tend to skim digital content. This week, we offer an additional perspective about long-form content. The study conducted here didn't involve a large number of people, but the findings are interesting nonetheless.
Of course, scanning content and reading long-form pieces aren't mutually exclusive, and longer pieces still benefit from headlines that are formatted to grab attention.