The Coffey Blog

Healthcare Internet Conference: Takeaways from days 1 and 2

Posted on: Tuesday, November 10, 2015


Coffey's team is spending a few days in Orlando, Florida, for the Healthcare Internet Conference (HCIC). We've attended some informative sessions and had some great conversations with healthcare marketers in the exhibit hall. Here are a few key takeaways from the first 2 days of the conference.

HCIC takeaway 1: Cut the website content you don't need

"Less is more" is something we've heard over and over at the conference so far regarding website content—and we couldn't agree more. Too much content on your website can make it difficult for people to find what they're looking for. It can also make website maintenance more difficult.

Anyone who attended the "7 Lessons for a Website Redesign" session on Tuesday morning heard one of our favorite acronyms for helping identify content that can be removed from a hospital website. Cut the ROT:

  • Redundant.
  • Obsolete.
  • Trivial.

In addition to cutting ROT content, we also recommend using objective measures to identify what's important and what should be removed. Ask yourself if the content is essential to supporting your organization's goals. Then look at analytics and see if anyone is visiting the content. This information can help you understand if you need to cut the content, rewrite it or surface it better in your navigation.

Here are some additional ways to make sure you give consumers what they want on your hospital website.

HCIC takeaway 2: Put customers first

Tuesday's General Session featured New York Times best-selling author and keynote speaker Jay Baer, who called us all to "Hug Your Haters."

Mind-blowing customer service that creates raving fans isn't about performing perfectly. It's all about finding ways to connect with customers when they need it most.

Customers or patients need you most when they're dissatisfied. Some organizations choose to ignore their haters. Do so at your own peril.

Instead, organizations should respond to every complaint, every time, on every channel used by their customers. Timely responses that empathize with patients and their loved ones can actually build good will for your brand. If you want to outdo your competition, be a better organization at every level by giving your customers extraordinary service. Dealing with negative comments on social media? This blog post offers 7 tips for dealing with them.

HCIC takeaway 3: Deliver relevant content to consumers

This ties into the first takeaway. It's not how much content you have that matters. It's whether you're delivering the right content to the right person at the right time.

One great way to accomplish that is through e-newsletters. For example, a pregnancy e-newsletter that delivers weekly information to an expecting mom based on her due date.

Delivering relevant health content to service line pages can also help increase engagement and offer people relevant next steps to take. Coffey uses a variety of methods, including our content API, to do this for clients. Interested in learning more about how we can deliver the right digital content for you at the right time? Give us a call at 888.805.9101 or email us.

Attending the conference? Let's talk!

We've got 1 more information-packed day of HCIC to go. If you're at the conference, make sure to come by booth 20 in the exhibit hall and say hi to our representatives.

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