May 9, 2024 at 10:30am-11:30am ET
The problem: Your team is writing solid health articles, but no one’s reading them. With a sea of content to choose from — from your actual healthcare competitors to the looming problem of AI bots — “informative” is no longer enough. It has to be a conversation. The solution: A few strategies to make your content stand out. This session will share what happened when one health system decided to modernize its health writing — using readability scores, Google trends, stronger calls to action, metrics and more — and realized a 20% month-over-month (MoM) increase in time on page and a 20% MoM increase in reading ease. When readers began spending more time with articles, and better understanding what they read, they also started clicking more: As part of a broader strategy, the team earned a 406% year-over-year increase in lead conversions. You’ll learn the tips and process that led to these wins, plus look at the metrics you can use to measure yours. Learn more.
Presented by
Leah Vichas specializes in digital communications for Hartford HealthCare — planning, creating and optimizing tools and processes to keep the communications team on target. A former volleyball coach, she is also a driving force behind the popular Writer’s Workshop series, bringing her love for coaching into the world of content strategy.
Laura Benys is a freelance writer and content strategist specializing in healthcare. For more than a decade, she’s been helping brands like Hartford HealthCare, Connecticut Children’s, and HopeHealth find their voice, grow their reputation, and achieve their goals. She’s also served as editorial director of the creative journal Into Quarterly.’
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Presented March 28, 2024
Is your content delivering consistent results that are tied to your organizational strategy and objectives? Don’t know? A 5-point content maturity model can help you assess how effective and sophisticated your content program is, and how to move the needle toward success. We will provide the four imperatives of increasing an organization’s content maturity level:
1) Developing a consistent content strategy that can govern all of the content you are producing for your intended audience group.
2) Establishing a strong content brand that can be leveraged across platforms and channels, and that supports the overall organizational brand.
3) Developing processes and systems that can remove barriers that exist between content creators, departments, locations, etc.—and creating collaboration and line of sight.
4) Consistently measuring results and adjusting efforts—and then rinsing and repeating. Throughout the session, we will highlight mini case studies of healthcare organizations both large and small, in all regions of the U.S. These case studies will highlight both consumer content programs and programs targeted to referring providers.
Finally, will demonstrate how—by increasing your content maturity level—you can provide measurable results and gain the support and buy-in of leadership and your C-suite.
Presented by
Shannon Cummins, VP of Business Development, GLC
Michelle Jackson, VP of Content Strategy, GLC
Presented February 13, 2024
From job loss and inflation to climate change and nuclear war, the public’s trust is in short supply and personal anxieties are on par with existential ones. Our leaders can’t save us – and according to the 2023 Edelman Trust Barometer, the whole world knows it. Only 40% of respondents said their families will be better off in five years, a 10-point decline from 2022.
Throughout the pandemic, health system leaders have been increasingly asked to assuage this collective angst. Employees, patients, and other stakeholders expect corporate execs to step into a void left empty by the government and media – advocating unabashedly for change, taking bold action, and showing up with more transparency and humility than ever. Learn more.
Presented by
Jess Columbo is a leading digital communications consultant for CMOs and CEOs in regulated sectors like health care, higher education, and government. She trains executives and teams to show up more authentically and effectively online through optimized campaigns, leadership communications, and social media brand-building. Jess brings more than 15 years of expertise as a compliant strategist, keynote speaker, and thought leader. Learn more at www.jesscolumbo.com
Presented January 11, 2024
There's only one universal truth in marketing and it's this: Nobody wakes up in the morning thinking about your brand. They think about what kept them up last night, what they need to get done that day and maybe, just maybe, what they want to be one day. And that sobering reality is what marketers should think about every morning as they wake up: Relevance is a status that must be continually earned, and it is now (more than ever!) the path to revenue. In this session, Revmade's Andrew Hanelly will help marketers understand how they can better understand their audiences and communities through a careful (and fun!) approach to data and audience intelligence. Learn more.
Presented by
Andrew has spent his career developing and executing publishing, audience growth and monetization strategies and experiments for Fortune 500 brands, world-renowned media companies, associations and non-profits. His work has been featured at the Economist and AdAge. Andrew was also the recipient of the Content Council’s inaugural Rising Star award.
Presented November 30, 2023
Bellevue Woman’s Center is the only community hospital dedicated to caring for women and babies in New York’s Capital Region. When Bellevue was looking to increase awareness of key services, it turned to an SEO-led content and email marketing strategy to nurture women through three distinct phases of motherhood–from Planning to Pregnancy to Post-Partum– with relevant content timed to baby’s development. The content created robust user engagement while promoting its recent website rebrand. In this interactive session, Paul Fahey will walk attendees through how Bellevue paired evergreen content marketing campaigns to give women the information they needed, when they needed it, and the lessons marketers need to know to replicate Bellevue’s success. Learn more.
Presented by
Paul Fahey is Vice President of healthcare marketing agency Smith & Jones. He has helped clients rebuild brands, grow service line volume, attract and retain top talent, and make deeper connections with donors and their communities. Paul also contributed to Smith & Jones’ book, Under the Influence – Second Edition.
Presented June 15, 2023
Creating a more human brand experience has never been more critical to success in our industry. Join this webinar to hear highlights from the just-released Humanizing Brand Experience Vol 6 study, the biggest and most in-depth research into the consumer mindset and what matters to people in their healthcare experience. This is the playbook that unlocks opportunities you can leverage today and tomorrow to drive experience change in your organization.
Learning Objectives:
Presented by:
Justin Wartell, Managing Director, Monigle
Presented March 13, 2023
Plain Language make a difference for patients, providers, marketing teams, call center staff, and so many others who use your written products. Plain Language is an essential part of the broader movement for Health Literacy and accessibility and helps organizations make sure ALL users can (1) find what they need, (2) understand what they find, and (3) use what they find to meet their needs. Learn about this results-oriented approach to communications and see how other healthcare organizations have succeeded in making Plain Language part of their culture. Learning objectives:
Presented by:
Grace Aldridge Foster, Co-founder and Principal of Bold Type, LLC
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