8/30/2016. Content Creation Web Trends in Otolaryngology. How People Find You Online. Shena Matsos Johns Hopkins Medicine.

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1 2016 Web Trends in Otolaryngology Shena Matsos Johns Hopkins Medicine How People Find You Online Google Content Creation 1

2 SEO is critical Choose your headlines and subheadings wisely Key Areas of focus for SEO URL Title Heading1 Heading2 Body Know your audience Average American Reading Level = 7 th Grade Consumers favor more conversational language Easier to understand You, I, we Speaks to patient centered care the patient as an active member of their care process. Write in plain language Write in Plain Language You, I, We 7 th Grade Reading Level 2

3 ENT Strongly Favored Keyword ENT Searched 68x more than Otolaryngologist ENT searched 55.6x more than Ear Nose and Throat ENT vs Otolaryngology Layman ENT E= Ear N= Nose T= Throat Medical Otolaryngology Oto = Ear Laryng = Larynx Ology = The study of What you do after you create your content is what really counts 3

4 Digital Content Marketing Channels Social Media Outlets Search Engine Marketing Direct Marketing Digital Content Where does your audience engage? Facebook Older audience More female than men Twitter Diverse age group Great for attracting media attention PhD/MDs favor this platform Instagram Millennials heavily favor this platform High click to buy return compared to other platforms Snapchat Doesn t contribute to SEO Direct marketing Dr. Miami Why do I need social media? Content generation SEO page visits, time on page, engagement Monitor trending topics and join the conversation. 4

5 Targeted Search Engine Marketing (SEM) SEM vs SEO Google is a popularity contest Visibility ahead of Google s ranking Highly targeted (greater control) Rank for very specific searches Trackable and conversion focused Is your content tailored to answer a specific question or satisfy a specific need that you do not currently rank well for? Does this intent or need contribute to bottom line ROI? SEM: Highly Targeted Highly targeted by geographic area Are there geographic areas this content is intended for a specific need in a particular area? Ability to be highly targeted towards a specific intent and deliver on that intent. Seasonality Is there a particular time of year or time of day where satisfying this intent or need is in higher demand? 5

6 SEM Considerations Videos and Imagery It s not an option anymore. We were on the fence and, frankly, the videos were instrumental in our decision We felt a stronger connection with Dr. Byrne, and his videos gave us the confidence that he would do the best job. ~ Susan Shimel Mother of young patient at Johns Hopkins Creates an emotional connection Introduces your audience to the expert Helps readability Ability to stick to the main points and provide context for detailed definitions Makes for more shareable content Videos will soon occupy 95% of Facebook content and this trend continues across the internet. 6

7 Proliferation of Physician Review Sites Reputation management Courtesy of Binary Fountain Proliferation of Physician Review Sites Directly ask patients to rank doctors on these sites Institutional ranking systems greater capacity for reputation management over outside physician review sites 21 7

8 Takeaways Audience and Tone Create An Experience Design an experience for your intended audience. What are their specific needs? Include related content Videos, articles, profiles Never take them to a webpage with no way to interact with it Language and Tone Use Conversational language Aim to write at a 7 th grade reading level Don t make your audience work to understand your content Social Media and Reputation Management Social media integration is essential. Know where your audience is and interact with them Important for SEO, brand recognition and content generation SEM an opportunity to raise your page performance ahead of SEO performance. Online Reviews We review everything from blenders, workouts and, YES, even DOCTORS. Don t miss the opportunity to build your online reputation 8

9 Contact Shena Matsos, CHES Web Content Specialist Johns Hopkins Medicine Dept. of Otolaryngology-Head and Neck Surgery