2024 Webinar Recordings

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:

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. 

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.