Selecting an appropriate CMS takes time. Make sure you select the best one for your organization.
Selecting an appropriate CMS takes time. Make sure you select the best one for your organization.

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.