New England Society for Healthcare Communications
February 6, 2025
Presented by: Courtney Fowler & Genna Cozzolino
Your Doctors Are The Only Influencers You Need. Here's How To Activate Them — and Get Them Excited — About Your Short-Form Video Strategy
Who would you trust more: A wellness coach you saw on TikTok or a physician from a reputable health care system? The answer is obvious — but sometimes, how you leverage your organization’s experts to reach your target audience, spur engagement and drive conversion isn’t so. In this webinar, we’ll go behind the scenes with Northwell Health to explore how to turn your experts into trusted influencers online through an audience-driven short-form video strategy. Specifically, we’ll discuss how Northwell leveraged the strategy behind its award-winning editorial brand publication — The Well by Northwell Health — to grow relevance and expand to social media. We’ll discuss the launch strategy, growth tactics, and most importantly, how we’ve recruited and collaborated with physicians to continually share their expertise to drive trust and connection with Northwell’s audience.
December 5, 2024
Presented by: Dale Bertrand
SEO “best practices” continue to fail marketers in the healthcare space. Google's AI raises bar for healthcare marketers seeking organic visibility. Join 20-year SEO expert Dale Bertrand for a behind-the-scenes look at his SEO playbook for consumer-facing healthcare brands. His SEO playbook is based on a decade of hard-fought battles for rankings against stiff competition and countless experiments to refine SEO for healthcare.
May 9, 2024
Presented by: Leah Vichas
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.
March 28, 2024
Presented by: Shannon Cummins and Michelle Jackson
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:
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.
February 15, 2024
Presented By: Jess Columbo
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.
Health communicators have a unique opportunity to drive this culture shift. With unique access to both the frontline experience and executives’ most public platforms, we can help those at the top grow trust and create more inclusive and effective organizations. Learn more.
January 11, 2024
Presented By: Andrew Hanelly, Revmade
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.