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Co-Presented with Kadesha Thomas, Founder, CareContent. Hospital Marketing and Communications departments have their hands full between juggling public facing websites, internal communications channels including the intranet among others, PR, social media, and the perennial need to create content for each of these outlets. Add to the mix the fact that most Communications departments do not have dedicated budgets for generating unique content for each of these media and there is the realization that in order to actually do it all, content must be repurposed and repackaged for use in these diverse publications.
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Repurposing Content to Keep Your Hospital Intranet Vibrant
Webinar• Duration: Approximately 45-50 minutes• Q & A any time during the session
Your Presenters
Agenda and Goals
• Current state of internal communications in hospitals
• Repurposing Content to Keep Your Intranet Vibrant
• Question and answer session
• Please complete the short survey before you leave the web seminar.
Session Agenda
The recording of this session is available at
http://info.hospitalportal.net/repurposing-content-to-keep-your-hospital-intranet-vibrant-
Current State of the Typical Healthcare Intranet
• Functional, but not engaging• Lots of hyperlinks, minimal graphics• Lots of stale content• Typically no dedicated budget for internal
communication
Intranet connects everyone in the organization
The line between internal and external can be very
fuzzy=
OPPORTUNITY for a Unified Branding
Message
Stage Content
• Crossover content between public facing website and intranet
• Set effective and expiration dates for content to avoid things falling between the cracks
Social Emphasizes Impact
• Forums• Blogging• Commenting• Newsfeeds
Utilization MeasurementBusiness Objectives Accomplished, ROI 0
• Page View Stats• Comments• Poll/Survey
response• More
Sophisticated Reports from SQL
The content that never grew up...
What is repurposingIt’s having a compelling topic, gathering the right information up front and then ...
Thinking series with different angles
Targeting different audiences
Using a different format
Web content is an asset
Your time and creativity
Google search results
Promotes your staff
Drives patient volume
Encourages
engagement
New content: Think strategy
Why are we writing this?
Who is the primary target audience?
Who are secondary target audiences?
What is the goal?
These questions determine other possible
formats and venues for the content
Current content: Is it worth it?
Has similar content gotten high traffic?
Has it gotten particularly low traffic?
Does it support our goals?
Could the content have more than one
audience?Especially patients
5 Steps to repurposing content
Step 1:Start with the patient angle
More elements in a feature story:
quotes, stats, narrative
explanations
Easier to review
Easier to carve into other content
types
Step 2:Start with the feature
style
Step 3: Pick other formats
Infographic
Blog post
Status updates
Slideshow
Digital signage
Q&A feature
Step 4: Identify other
vehicles
Digital signage
Main website
Printed pieces
Social media
Blogs
External website
Industry publication
Step 5: Drive people back
to the website
3 Heads Ups
Heads up 1:No duplicate content
Patient consentVendor agreements Physicians and medical staff
Heads up 2: Give the disclaimer
Prevent bloated website
Prevent broken links
Best practices how long to keep content
(location, content, links)
Heads up 3: What goes up must come down
Q&A
Enter your questions into the “Question” area of the GoToWebinar dropdown menu.
• Please help us by answering the survey at the end of this presentation.
• Contact us at 866-580-7700 or www.hospitalportal.net with any questions or thoughts.
• Register for Upcoming Webinar sessions: “5 Ways to Update Outdated Employee Communication” September 24.
