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Engaging Your Visitors with Quality Health Content
By MatthewD | April 24, 2008
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True or False? If you are writing health content for your hospital’s web site, your main goal is to write as much content as possible on every service your organization offers.
False.
Hospital health content is not about seeing who can act like they are the smartest and most informed. I do not think anyone has won awards for the amount of pages of content on their site, but I do know that awards have been given to sites that are engaging and improve a hospital’s communication efforts with patients.
People visit web sites looking to be engaged and informed, not to inundated with massive amounts of academic babel that means nothing to them when they are trying to find the best place to take a loved one to be cured, or to healed themselves. Health content needs to be engaging. It needs to reach out to the visitor, and tell them your organization is the best choice and that you will provide the best possible care. You can use video, Flash interactive assessments and even actual textual content to engage these people. Remember, it is most likely a very stressed time of their life, and the last thing they want to do is dig through content that is not relevant or engaging. If your bounce rate (if you don’t know what this is, contact us, it is a very important measurement) on your site is over 50%, most likely you have content that is not engaging and actually pushes your visitors and ultimately patients away from your institution.
Topics: Health Content |