Your Blog Could Easily be an OpEd

Repurposing Strong Content Yields Additional Results

Doesn’t it seem like everyone has a Blog these days?  If not, we should because by now we know that content rules.  Content is also what drives thought leadership earned media strategies.

Many Blogs are well-written and present provocative, timely ideas.  These Blogs can be repurposed as OpEds and placed in print media including newspapers, online e publications and trade magazines.

SPRYTE client David Griffith, Executive Director of Episcopal Community Services, regularly blogs on his LinkedIn Blog Site Muddy Boots.

A blog Griffith posted in January was repurposed and placed in this week’s edition of the Philadelphia Business Journal.

It is the first OpEd in an ongoing series, “Poverty:  Finding Solutions in The Business Community.”  Griffith’s opinion article also introduces a highly-anticipated brand new Episcopal Community Services workforce development program, MindSet, “based on the most current brain science available that provides coaching and financial assistance to help individuals navigate the system and access opportunity that many of us take for granted.”

As the first cohort of MindSet reaches the mid-point of the first phase of the program, Griffith will continue to use his voice as a blogger and social services thought leader to encourage the business community to create the jobs that pull individuals out of poverty.  The readers of the Philadelphia Business Journal are an excellent audience for his platform.

The Right CMS Amplifies Your Digital Marketing Strategy

Picking One Takes Time

The New England Society for Healthcare Communications (NESHCO) is one of the professional associations SPRYTE belongs to.  We love the Monthly healthcare communications webinars.

February’s webinar “Thinking Big: How Small Marketing Teams Can Maximize Their Digital Efforts,” focused on Content Management Systems (CMS.)

According to the presenters, new, less traditional content management systems allow healthcare providers to expand brand awareness as they send hyper-targeted messages in the most streamlined ways. A good CMS is a tool that will help you build long-lasting, real growth strategies.

Choosing the Best CMS for Your Healthcare Organization

There are a lot of CMS vendors out there, as you know.  It takes time to find the one that aligns with your goals.  Here are some key questions to consider.  Does the CMS have:

  • The ability to easily connect with different platforms?
  • A customizable content library?
  • Voice search?
  • A straightforward user interface?

The best CMS platforms enable healthcare marketing teams to reuse and repurpose content seamlessly.

Have You Heard About Headless CMS?

Headless CMS is newer software that manages information based on the premise that published content should be used for more than website tagging.  With Headless CMS, content is seamlessly shared with mobile apps.  For content authors who want to publish in different places on demand, it has proven to be very easy to use, according to the webinar presenters.

Content Libraries and Digital Signage

The CMS should also include a customizable content library that allows healthcare providers to keep all of their information managed in one place.  We know that physicians and medical conditions are highly searched categories.  This data should be refreshed frequently, with medical credentialing.

Other content assets like videos, taxonomy, ratings, and publications can be integrated into the library, and this relatable data is then linked up and shared.  This is all driven by title tags that automatically push users to pages.

Authentic Patient Stories Resonate Digitally

Website personalization is also a fast-growing trend in healthcare, with patient stories popping up more frequently on provider sites. We all know real patient testimonials resonate with readers and they do drive patients to contact providers.  The webinar presenters said emerging voice search can be especially effective here.

In any case, real time updates and selection tools also make it easier for patients to locate your healthcare providers and services.

Ease of Use Should Increase Over Time

Once a good CMS system is set up, it should be easy to use and manage. They usually take a few months to set up, so don’t be shocked.  But after the grueling initial investment, the possibilities are unlimited.

Why Local TV News Isn’t Dead

Securing Coverage on Local New Stations is Still an Important Part of Healthcare PR

By now, most of us have heard the popular doomsday prediction about how online news will cause the inevitable death of local broadcast news in the near future.

Despite these claims, a recent survey by Pew Research paints a very different – and positive – picture about the state of local TV news. According to the survey, 44 percent of Americans considered TV as their preferred platform to get their news in 2018, compared to 34 percent who preferred the internet.

In the world of healthcare PR, local broadcast has continuously proven to be one of the most valuable types of news coverage for our clients. If you’re still wondering just how worthwhile securing local TV news is for your organization, below are three reasons why we think it’s still just as important as ever:

Establishes emotional connections with patients.

They say a picture is worth a thousand words – and TV coverage is not an exception to this rule. When covering human interest stories, the visual aspect of TV news segments has the ability to convey emotions that people can relate to more than written articles can. This is especially impactful when it comes to telling patients’ stories.

One example of this is a segment we secured for client Holy Redeemer about a dog parade that was held for residents of its assisted living community, Holy Redeemer Saint Joseph Manor. By physically showing how happy the residents were while visiting with the dogs, viewers are able to see the emotional, caring side of healthcare – something they’ll remember when they’re looking for a provider in the future.

Humanizes physicians.

As we’ve mentioned in a few of our previous blogs, patients often prefer seeing doctors who they feel they can trust and build a connection with. Having physicians featured as expert resources in local TV news stories is a great way to help them build relationships with both current and potential patients beyond the doctor’s office. Not only does this type of coverage establish them as thought leaders in their respective practices, but it also helps patients put faces to their names, making them feel less like strangers.

 Reaches a broader demographic.

It is becoming increasingly difficult for all organizations, regardless of the industry, to rely on one platform to reach all of their target audiences. While maintaining an online presence is important for engaging with all different types of consumers, healthcare brands that focus solely on digital media will end up missing one important group of patients who aren’t as active online – seniors. Including local broadcast as part of your organization’s media strategy will ensure that your messaging will reach patients of all ages.

As the media landscape continues to evolve, many will argue that local TV news is on its way out. However, we think that local broadcast is still an invaluable media platform for healthcare organizations that is here to stay.