Hospital content teams innovate as COVID-19 continues to change everything
PK’s head of content strategy and I are back with another look at emerging practices in digital healthcare marketing.
As COVID-19 enters its sixth month, health systems are building out richer sets of content. Here’s what we’re seeing this month:
- Johns Hopkins: an evergreen dashboard and the use of domains to address unique audiences
- Spectrum Health: thought leadership and PR by their CEO
- Stanford Health Care: email surveys that lead to a conversational interface to survey wellness, and a B2B COVID hub for providers
- Cleveland Clinic: setting expectations for safety and what you can do
The future of digital experiences will be built by strategists who grasp the full array of emerging business, social, and technical models. Specialties in user experience, branding, application design, and data science are laying the foundation for richer user experiences and business models breakthrough products and revenue based marketing.
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