7 Must-Have Teammates to Make Healthcare Marketing Thrive [CASE STUDY]
Nichols Brand Stories was recently recognized as a gold award winner in the 17th Annual Service Industry Awards for designing and producing the all-new Cameron Memorial Community Hospital website.
The new website catapulted the hospital’s brand into modernity, giving patients the confidence in knowing Cameron is a state-of-the-art facility with advanced technology, experienced practitioners, and efficient healthcare delivery.
We are proud of our team for their hard work in developing this award-winning website!
Winning healthcare marketing awards isn’t a simple feat. It takes a lot of effort and a focused, well-formulated team. Because that’s the only way it can be done well—as a team. It also requires a willing and energetic client eager to be a partner in the creative process.
Alongside our client-partners, Nichols content strategists, designers, writers, account executives and more all work together to develop, create, and publish top-notch web and print content. Here are seven must-have positions for healthcare marketing teams and how our team at Nichols tackled the new Cameron Hospital website development.
1. Account Executives Represent the Client and the Agency
AE’s (as they are often called) are responsible for communicating the clients’ wants, needs, and challenges to the creative team. AE’s directly interface with clients.
“Working with the client was key to identifying the right message and imagery to drive patient traffic for their featured service lines. Healthcare is a very competitive industry and being able to break through and connect with target audiences is vital to success. Smaller hospitals and independent physician practices need to find ways to stand out in their marketing and communicate the advantages they offer over larger competitors. That was our goal with Cameron.”
-Matt Klein, VP, Account Services
2. Creative Directors
Creative directors guide creative efforts. They help to conceptualize campaigns, develop branding efforts, and manage artists as they produce visual elements.
“We needed people to recognize Cameron as a modern and tech-savvy institution. The website design instills confidence in the local community that this is a credible and trustworthy medical center. Everything on the website looks fresh and new, which is exactly what we want patients to think and feel when they enter the hospital.”
-Paul Ryan, Creative Director
3. Designers Create Visual Assets
Designers fulfill the vision of the creative director. They are experts in digital technology that drives modern design.
“To effectively communicate trust and innovation, everything was designed to be clean and simple with big blocks of color. Videos dominate the home page and service line pages so patients can see first hand what it’s like to be treated by Cameron nurses and physicians. With so many pictures, colors, and videos, we had to be sure to keep the photo and video file sizes down while maintaining crisp, high-quality images and ensuring the site loaded smoothly and quickly.”
-Greg Lass, Art Director
4. Writers Develop Voice and Maintain Consistency
It’s critical for brands to establish an appropriate tone of voice, both online and in print. Writers ensure consistency of grammar and word choice. Does your brand use the Oxford comma or not? It doesn’t matter what your English teacher taught you, what’s the brand rule?
“It was important to get the right tone for the website. Cameron is a high-tech hospital offering a wide range of medical services. They are also very rooted in their small-town community, so the voice of the brand had to be sophisticated, yet relatable. ”
-Mary Kinder, Senior Copywriter
5. Web Developers Make the Creative a Reality
Web developers take the finished creative elements produced by designers and configure them together with code. They are responsible for making sure the visual elements are in place, the user experience is positive, and everything works appropriately and logically.
“It was important as we developed that we understood exactly how the website would be managed. The hospital needed to be able to edit some things on their own—like adding events or hiring new physicians—while other more advanced sections needed to remain locked to protect and maintain the site’s branding and stability. The website coding not only made the visual design a reality, but we also ensured hospital staff was empowered to control the content on the site without breaking anything.”
-Houston Harris, Web Developer
6. Social Media Managers Keep the Content Flowing
Social media managers plan, schedule, and share content with brand followers. That includes evergreen content that lives on the website, blog posts with timely information, or links to third-party resources to supplement local health education efforts. Keep in mind, social media managers are often the last line of defense between a hospital and a HIPAA violation, so they must be very careful when posting anything related to patients.
“After the new website went live, it was time to announce the change to the public. We published an official announcement on their Facebook page, encouraging their audience to check out the new layout. Our plan was to highlight the new value-added features of the website and to have each post drive target audiences back to the website.
As the site continues to develop, we post strategically to highlight the new elements. One example is online scheduling. We created a video captured on a cell phone and posted it as a step-by-step guide to show the public how to use the feature.”
-Lauren Murphy, Social Media Manager
7. Search Engine Optimizers Assure Visitors Find the Website
Search engine optimizers assure website content is formatted correctly for search engines. They identify keywords to target, find opportunities for content creation, and are responsible for growing organic inbound traffic.
“A website can be engaging and beautiful and still not help your patients one bit. That’s because a website just doesn’t matter that much if nobody can find it. For Cameron, we wanted to make sure the website was technically sound. We added metadata to every post and page, added image alt tags where appropriate, and properly formatted all headings. By doing that, we can be sure Google is able to read and interpret every page on the website accurately. Then, they can deliver those pages to users searching for medical care in the area. Ultimately, SEO helps patients.”
-Ryan Black, Content Strategist
Find a Healthcare Marketing Team
Healthcare is a huge industry with a lot of pitfalls and responsibilities. But, if you can fill these seven positions, you will have a much better shot at success than if you only have a few people managing everything. Remember, you don’t have to face marketing challenges alone. Is your healthcare facility ready to take your marketing to a higher level? If so, don’t hesitate to send me an email anytime at MKlein@WeTellYourStory.com to get a conversation started now.
Matt Klein - VP Account Services
Matt Klein believes that healthcare marketing is personal – because healthcare is personal. It’s a subject he’s very passionate about, in fact, he’s developing a podcast about it that will be available soon. Throughout his career, he’s worked with a wide variety of clients across the spectrum of healthcare, including large national companies such as Advocate Health Care and Pfizer, regional powerhouses including St. Vincent’s Health System and IU Health, and smaller, specialized facilities such Fort Wayne Medical Oncology and Hematology and Cameron Memorial Community Hospital.