Building a Dedicated Digital Content Hub for an HCP Audience
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Are you taking full advantage of your organization's vast library of medical education content? Chances are, if your content is scattered across multiple web properties, you're losing valuable insights and also missing out on potential business opportunities.
Join our expert panel as we discuss the benefits of having a singular online ecosystem for HCPs to engage with your organization's content. Topics covered will include:
Performing a Content Audit
Building Your Dedicated Digital Content Hub
Benefits of Having a Singular Online Ecosystem
Expert panel Q&A to follow
Hello and welcome to today's webcast where we're discussing the importance of having an online digital ecosystem for your HCP and physician audience, A content hub. If you will. Uh, this is part three of a three part series dedicated to healthcare marketers, best practices when they are trying to target physicians and HCP audiences online. Just a little bit of housekeeping. Before we start, you'll notice poles on the right that will be changing throughout the program. We do ask you to take a minute throughout the program as you see those questions changing to just submit your questions so we can get some feedback from the audience. The other item I want to mention is there is a submitted question button below. Please feel free to send in questions and we hope to get to your half time at the end of the program to get all your questions. If we don't have the time to get to them, we will be reaching out to you personally to make sure your questions are addressed in a timely manner. I'm joined today by my two colleagues, scott, Clelland and Patrick Upton, who will be helping me along in this discussion and bringing up some case studies, as well as client feedback that we've gotten from discussing these online portals with our current prospects as well as uh clients that we work with in the healthcare industry. Uh, scott. Do you want to take it away and maybe set the table for this program? Good thing mike, thank you. Good to be matched. So having a singular, easy to navigate digital ecosystem that acts as your organization's point of truth for your online physician audience is the key to building physician loyalty engagement and ultimately driving business outcomes for today's healthcare marketers, whether you're a hospital looking to drive referrals among your regional physicians and boost national reputations, U. S. News and world report scores or you're in the farm or medical device based, looking to inquire and engage a larger physician customer base. Having that single source of content becomes extremely vital to the success of your digital marketing efforts. Yeah scott. Thank you so much. And you know, we have some stats to share with you to sort of kind of highlight the importance of this as well as some of our clients know Broadcast Met is constantly researching physicians online's habits as well as our P. S. E. R. Physicians survey initiative where we're constantly on a weekly basis surveying or 900,000 am a verified physician audience to get senses of how they're consuming content online, what their online habits are, their preferences, how they're referring patients, why they're referring patients. And in a recent survey, four out of five physicians that stated that health care system expertise as well as position expertise was the number one factor that they chose for when they refer a patient outside of their health care system. So having that centralized content hub that makes referring a patient easy with frame line call to actions of how to actually start that process for the referring doctor as well as content that is showcasing your expertise from a service line across all your service lines as well as those positions. Your organization invested in those top position across those service lines is very vital to again boosting those referrals across those service lines as well as showcasing expertise for some of our hospital partners that are focusing on U. S. News and world report national reputation. Even regional reputation. It is key to have all of that content in an easy to navigate. Easy to find location for those positions. So again, referral time voting season, your organization is top of mind Some stats for our industry partners, medical device and pharma on why this is important as well. Uh some recent studies had 43% of physicians agree that finding information on medical device and pharmaceutical sites is difficult. 71% of those physicians say finding outcome data on those same sites is even more difficult. So having that content of these positions are searching for in an easy to find way in an easy to find location and a centralized easy to find location is vital. Um, but I know that we keep saying the word ecosystem and scott. I don't know if you want to help our audience just define it for some of those that might not have ever used that term before. Absolutely mike and I think that your numbers there speak for themselves, but a lot of people in the healthcare space are a new to that the virtual world, perhaps because of the pandemic and shift from doing a lot of stuff in person. So before we talk about best practices and building out these content hubs, what do we mean when we say ecosystem? And really it's just, you know, all the resources that your physician audience needs in a single place more Austin and not we hear from our clients and partners that they don't know where the content is or it's fractured between different service lines. Our industry partners is um completely different ecosystems for one business unit to the next one, you know, farmer product to the next. So um no one wants to hunt for that information. They want it in a single space that's easy to navigate. And with that being says, having physicians engaged with multiple pieces of content and you know, engaging purposefully as your ultimate goal, regardless if you're, you know, a hospital looking to drive referrals or you know, an industry partner looking and grow your customer base, making that journey as simple and navigate as possible for your end users is the goal there. So keeping it within a single ecosystem, that's what we mean. When we say that thanks scott. Yeah. And you know, one of the things you just said was purpose, you know, content is created with the purpose of business objectives, business results, you're trying to drive business results, most people don't create content for the sake of creating content. There's a meaning behind it. So when you're doing this, you really want to again, make sure you're showcasing your clinical expertise, whether you're showcasing your K. O. L. S, your top physicians, your product for the industry, top doctors again for the hospitals, um, you know, I mentioned before the data that shows that these physicians are looking for this content or it impacts their decisions that they make you really want to again identify the purpose of creating that content and have it be very, again, I'm accessible to those physicians that are looking for it. And then the other thing again about driving called driving business objectives is making it easy for the physician to engage with that content and take that action that you're looking for them to take. So again, if you're a hospital client and you're looking for a physician to make an online referral, Having your content hosted on a place to stay is such as Youtube is going to be difficult for them to come back and actually take that action. They might engage with your content. They might find your content relevant engaging. They might watch it multiple times. But you're at that point you're hoping and praying that they go from Youtube to your organization's website or pick up the phone and make that phone call where that number is not easily accessible or that link to actually start that referral process is not available for them on a place such as Youtube or it's buried in the the notes of the video, it's not an easy to locate uh, location, you know, I could share with you an example from one of our clients, johns Hopkins, they have one of our flagship channels that we have with them, their ecosystems, their content hubs for physicians. You'll notice here alongside all of their content below all of their content, refer a patient very easy for a physician to watch this piece of content and again, start that referral process that you're looking for them to take. Very simple, very user friendly as opposed to an online video such as Youtube. I found a random one here and no offense to the UT Medical Center but here, if I wanted to start a referral at this point, I have still stroke victims that I was uh looking to refer out to this location, very difficult for me to follow the bouncing ball to get back to the U. T. Medical Center's website to actually start that process. Mhm. I think that you've hit the nail on the head right there, especially with Youtube mike. Obviously it's a platform that's, it's globally known and easily used, but at the end of the day, it's about the Youtube brand first and foremost than any organization, whether it be a hospital or an industry, um, they're just riding on their coattails. And when you're trying to get these calls to action and follow the bouncing ball as you said, it becomes more difficult compared to having that singular ecosystem. In addition to that, we were dealing with medical professionals and putting it in the third party such as Youtube or Vimeo might not be the most appropriate place. A lot of the content gets restricted and you don't want something that's surgically surgically relevant, getting restricted because of Youtube's algorithms. You also don't want a physician who's looking at a grand rounds, video seen a notification in the side for, you know, some Youtube teenage celebrity that's playing Minecraft for 12 hours or some guy that's eaten 100 cheeseburgers really quickly. It's it's it's not appropriate not to mention the toxic comments that could be below, you know, read the room, know your audience, put it in a place that's acceptable for doctors and you know, where that transition and they putting stuff into place. Um, A big thing that came up with Covid and then the virtual era is hosting live events as well. It's one thing to host the enduring material. One thing that we're seeing is live virtual hybrid events, whether they have an in person or the fully virtual hosting name in your ecosystem is really important as well. More often than not, we're finding that a lot of this live content is fractured. You might have the registration in one place and see event. But then uh, you know, live event itself is in another platform and the different U. R. L. And then the on demand is in another link and that that's just Jaren uh the user experience and you're going to have hemorrhage in of your user base if you do that, you know, because people are going to be like, wait, I registered over here but I have to go here for the life of this is too complicated for me. No, on the physician audience. So keeping all that so that your registration is a single U. R. L. Coming back for the live event, whether it's two weeks later or two hours later is the same U. R. L. It's the same calendar link and then on demand for people that are maybe too busy or they're in surgery when the events happening coming back to that it's again the same calendar length, the same U. R. L. The same ecosystem where they can then take those calls to action whether it's referring a patient connecting with a sales rate, it's all under that same umbrella. And that's where it really comes down is content with a purpose under a single roof. Yeah, that's exactly it. And the other point to is that you're not going back to my earlier point, you're not hoping and praying that they go from the live event to your main portal, your main website to take those calls to actions to actually do what you wanted them to do. It's not, hey, go check out, you know off of a zoom call, say, go check out our website and people after that calls over just close their laptop, you can have other pieces of content relevant pieces of content brochures all available in that centralized ecosystem that are always gonna be there. You know, I know that numerous times you share things in zoom calls or in meetings the minute that meeting's over, it goes off into the nether realm. Um, and you know, it's very difficult to find, you can have all of that in a centralized location. Just scott's point, whether they're watching it the day of a month later, a year later, all of that relevant content that goes along with that program, that live event can be in a centralized location that someone can come back and watch it again and again. One of the things that broadcast med really stresses when it comes to any live program that we do is keeping it on demand again, stretch that that piece of content as much as it's worth and stretch out that ry that you're going to get on it because if you had it, there was a purpose for it live, as long as there's, you know, obviously it's still relevant you want to make sure that it gets as much use for it and to scott's point physicians are busy, You have a live program at one o'clock on a Tuesday. they might not be able to watch it, but they might be able to watch it at Wednesday at 10 PM, all of that content and all the related supplementary materials can all be in a singular, easy to locate location for these physicians. So they really don't have to go hunting and pecking across the internet to find what they're looking for. Um, and with that, you know, a lot of you might be wondering, you know, we have a ton of content or we don't know where to start and we don't know what contents even at our disposal. One thing that we really recommend for our clients when they are starting to build out some of these content hubs is to do an asset audit to sort of get a catalog of what's at the disposal. Um, and Patrick, I don't know if you want to take a swing a kind of outlining what an asset audit is and um you know how our clients can maybe go about doing that. Some of the viewers might be able to go about and start doing that. If they're looking to build out that content library, you want to take it away, definitely like happy to get into how our asset audit works and where that that serves our clients and something rare that I think when it comes to content marketing platform development doesn't necessarily come to mind of the first thing, but when you're looking at your content gaps. Oftentimes when building something out, it's, if you're building a library without any books, you have to first understand what is available. So that's why before starting at any content bill. Um, we want to help in your group to make an assessment of what that content is, where the value maybe so many of our clients will go through the exercise of having us come in as the experts in clinical content to begin that that overall assessment and and typically what we're doing with that is we're looking and sitting down with all the stakeholders in the organization and it might not just be those service line, those, those product managers who are out a pulse of it. But in terms of your thought leaders to oftentimes you can think of something that maybe doesn't come to mind to them as a real valuable piece of art. Maybe it was a presentation they did with their society or a talk they did within a fellows or residents program. Oftentimes there's a lot of clinical value in learning that can be tied to your business initiatives that may not come to mind at first. So what we'll do is catalog and identify all of those existing pieces of content will determine where you may have a full robust launching point with a content category as well as look at areas where hey, there's a gap here, there's, there may be areas within here that we thought we had a lot, but really when we're doing crossing the T s and dotting the, I's, we realize that there's major gaps in there and that leads into a perfect project management standpoint of where those initial developments need to go as this is being built out will also take on a standpoint of looking at building that road map what that entails and if there is a breath of content available, you don't necessarily want to have everything launch day one on a hub. You want to tease that out, provide a roadmap. So that's something we also will provide. Um, in terms of taking that content looking at different target dates. If you're tying that in with promotion and engagement with an audience, that also will give you an opportunity to see where we need to go in terms of a full year standpoint. Yeah, great point, Patrick, you know, that's really one of the key things too about the acid audit, you know, regardless if we're doing it, if clients take the onus on themselves, prospects, take the onus on themselves to really get that Content outlined, identifying what's available to them, but you kind of touched on something about not getting it out there all at once. Uh, you know, one of the things that we help our clients on something that if you are building this out on your own, you want to take, you know, kind of take into mind is not just throwing everything out there. Hey, I have 100 pieces of content. Let me get all 100 pieces on their day one. Um, and just basically throw everything at the wall. One of the things that we like to kind of mention to our clients is Have a cadence of content. You might have those 100 pieces of content sitting there, maybe it's five, maybe it's 20, but don't have it all out there at once. Kind of have a rollout calendar, get a cadence that you can kind of have on a weekly basis, you're updating it. So when a physician does land on your page, there is fresh content. There's new content to engage, with they're not coming to the exact same site over and over again with the same articles and hey, I already know what's there. You want to have your site become that destination, so to speak. So these physicians are coming back organically to check in regularly to see what's available for them. And again, not only are they seeing what's available, they're coming back on a regular basis and they become return visitors. That's the dream when you're creating these content hubs that these physicians are treating your site essentially as a point of truth. They're treating as their, their news hub, their, their content hub to see exactly the content your organization is putting out, They find value in that. And again, going back to the business objectives that I mentioned before your organization comes top of mind when they are looking for when they're looking to take those business transactions sort of speak that you're looking for them to take. Again, if your industry finding a sales rep, maybe you're putting out training videos for new products. You know, they keep checking in the product they use. You can build up that physician relationship by them checking in on how to use your product better or more efficiently. Same thing with hospitals if you're putting out your clinical trial studies or groundbreaking research that you're doing, if they check back in, you know, come U. S. News and world report ranking season time voting, season time, Excuse me. They will have your organization at top of mind. So that's really why it's important not only to catalog and identify all the continents your disposal, but again, having that next step of understanding when to roll that out at a strategic cadence is really key to that asset audit to. Yeah, there's some excellent points there mike with regards to building a road map content While clients prepare to set up this ecosystem with that in mind. Guys, what are some of the most common questions that clients tend to ask when we're starting this process that can help take the burden off? Well, I definitely think one component of that is is often a question of what is going to be interesting to a physician. Obviously we all think that our content that we're producing is the latest. Greatest, but there's also that insecurity, there might be that hesitation to know if the specific topic granted there is that brand initiative and brand focus around it, but is a physician audience going to be engaged? Are we do we have the right pulse on the physician interests and what they're looking for? One of the advantages of broadcast met and our opportunities to work across the healthcare space and across our network of of content with our partner channels is we can see and provide back interest and and actually share what content, what search terms, what is our physician audience telling us? So as we're going through an asset audit to, we can help to pinpoint and identify maybe it's a particular procedure obviously with with covid early in in 2020 that was a hot topic that was being searched across the internet as well as our own site. So within those advisements, we can also look at whether being um trending topics of simply vaccines and if maybe there was a video that was one of your hospital. Thought leaders had a year ago about going through a vaccine problems that could be in of itself relevant today, even though it may have been done several years ago along with that too. Well at times when you look at the content, what information um is not only going to be looked at as quality and interesting, but also where are we going to direct those experts and their opinions? So we want to first and foremost think of your audience in terms of who are you speaking to and who is going to be listening to that content. So we want to clearly communicate your specialties really take that level of expertise forward. Uh So when you're asking of what content maybe is prioritized first and a roll out, we want to understand where those specialty focuses are and bring that forward um other areas when you're looking at in terms of what information you want to share really just down to the basics of who the presenter is providing, that information, really providing an additional touch point of here's the expertise of your your thought leaders, the presenter themselves within case studies as well. You can look to see in terms of having a piece maybe perhaps one of your physician thought leaders has published a recent study. Well wouldn't it be great then if we complemented that with a short video of the physician live speaking to in summarizing it. So you cannot one have access to those technical terms and in the full length but also a real easy point is see the face hear the voice of that that expert um and speak to their research as well as when you look at from across standpoint of our hospital clients when it comes to referrals patient stories showcasing physician and patient interaction and and really almost in a sense being a testimonial, but in fact it's actually speaking to um the end results that pre post assessment of their their experience, they were going through a procedure. There's oftentimes hesitations or or concerns from a patient and maybe part of that experience is you're speaking to that that testimonial. If he was my experience firsthand from a patient, here's how dr smith guided me through some reassuring tidbits that he shared with me that really made me feel uh comfortable going into a procedure. One of the things Patrick, if if I may add there, well, you know, we are you are going through that content aggregation process to find out the different types of content and also figuring out what types of content. You know, get the finger in the policy, what's going to engage physicians best. You sometimes may come across content sitting on the shelf that as an ideal for physician consumption because it's softer. You know, we worked with a lot of hospitals in 95% of the R. A. V. Team resources go out to consumer market and patients and soft and the information. So if you put together a video and the video starts with what is a gold bladder, a doctor's gonna tune out immediately, but that's not to say there's not some digestible sections of content within that video that can be repurposed re edited and used and become engaging by cutting out that stuff. So that's just something that also take into consideration when you're trying to find that content that you know, is going to engage physicians without patronizing them. Yeah, good point scott. And the other thing too, about that, you want to kind of factor into you kind of touched upon this before. I want to be a little clearer on that too. Is there sometimes content just sitting on shelves Patrick mentioned, you know, they might have a physician might have given a presentation that they thought, you know, two years ago, that is still relevant that they just forgot about that. One of the uh feedback that we do when we get these acid audits is a lot of the physicians do a trial run a dry run with their colleagues before they give a presentation to a large audience. So there's again that content sitting on the shelves of just the dry run that they did the same presentation um, that they have that they can be repurposed, but same thing, There might have been an opportunity where there's just literally footage a surgery that they've done and it's just collecting dust on a shelf or sitting there in your eyes. Okay. It's just a physician doing a surgery. There's no audio. There's nothing like that. Um, we have the ability, you know, Navy team has the ability broadcast med has a full editing team on staff where we can grab that doctor say it was DR Clelland doing an open heart surgery, you can get Dr Clelland on the line to do a live narration talking about the patient, maybe doing an intro where he talks about the conditions, the patient was diabetic and why the challenges that came with treating an open heart surgery with a diabetic patient. And then, you know, doing a live narration over the lives of the surgery that was taped previously, maybe a year ago. As long as that content is relevant, it can always be repurposed and edited to make it fit and make it feel new. And, you know, you could turn that surgery that was filmed two years ago into a live event by having that physician on live while we're doing a playback. Just again, having that live narration to that content and make it very engaging and have a live Q. And a session for other cardiologist in this example to again engage with DR Clelland and have that back and forth dialogue. What have you would have done if they had this condition or what were some other challenges that you expected or didn't expect. Um and you were faced with during that surgery. And again, this is content that was filmed in this example two years ago, that it has real world value today and can be repurposed for enduring material. So just always keep that in mind when you are doing these asset audits. Again, whether it's yourself or working with broadcast Med. but there's always the opportunity to re use or utilize the content that you're at your disposal, even if it's not perfect. Um, it can be fit to get into that sections like scott said, that can be fit to be utilized. So you don't always have to um, you know, reinvent the wheel, start from scratch, look at what's there. And Patrick mentioned the gaps, there's always the opportunity to create more content, newer content. But that doesn't mean especially from a starting point that there's not content already available, it might just need to be polished up a little bit edited trim down etcetera. But there's always that, you know, foundation that you might have already at your disposal, those are all excellent at on point skies and really where we look at this and in the process of this development is so now we've identified all of those different pieces of content that we do and we've qualified that they are still valuable. Now it comes to actually formulating and building out that hub and actually organizing and a user experience standpoint, that's gonna make sense for your audience members. And when we look at this, it's, it could be something where naturally you think, well all of my gastro, all of my orthopedic content, why can't it all just live in one place, really from a navigation standpoint, we have to look at this a little differently given, as we've said, throughout the audience here is a highly educated as a very concentrated group of professionals, we don't want to necessarily pander and make it something where they have to search and dig for this content. And as we're doing this, we want to also keep in mind the purpose of why we're doing this, our own business objectives and those goals. So first and foremost, we want to outline what those goals are. What's the purpose of this site? What are those end actions? We want those audience members to take once they've arrived. So, first and foremost with anything, any project that we're involved with, um we'll work with our clients if it's a hospital, we want to make sure we're outlining its referrals, its reputation. It is broadening the scope in terms of contacting and growing a newsletter. All of those goals we want to have outlined and it doesn't necessarily need to live in one place. If we see pieces of these kind of this content that we've identified that can serve multiple purposes. Fantastic. Let's make sure the navigation of that hub reflects those goals, we want to make sure that all of those called actions are easy to find and featured throughout the site. So, if you have a refer a patient for a hospital in particular, that can be at the top homepage of the hub, but also every video where you are featuring each of those service lines. We want to also have that that button easily shown within the video. So once they've completed it, they don't have to necessarily go back. They can go right from having viewed a video interview with one of your thought leaders right into being over referral and with reference points. And in data analysts, we can help on the back end to share exactly what prompted them to make that decision to refer as well as from a user navigation standpoint as I was alluding to at the top is you really want to ensure that this is going to make sense for those physicians having potential categories and disease types versus something where you may be doing more of a broad base for a patient focused piece of content. Uh and really when it comes to our platform, the advantages there, our ability to track and provide the analytics around the content, not only necessarily just who's viewed, who's landed on a page, but actually going through the standpoint of how long are they engaging? Where are those breakpoints? And that will also help to further educate us as we're moving forward with the strategies of developing new content. And finally, when you're looking at building that out as we're promoting two different pieces of content featuring and as we map out that roll out of the content, we also want to look at those different call to actions that those match in terms of what's on the site versus what's in whether it be animal deployment, a linkedin post. Um, and it's, it's something very important that we, we always factor into this planning, it's we can build this out, it could be the easiest to navigate site, well organized, filled with with great content. But if no one shows up, we've always said our time and money and effort in building out this resource. So you do want to keep in mind of when it comes to building this, this hub out is how are we going to drive the traffic there? And for us, we do that through a multitude of options, whether it be through emails, through syndication on broadcast med dot com social media post. And I think that you're right on the money there, Patrick, you, I mean, you can have this sleek ecosystem, you can have the best content, but if you're not doing it with a purpose or have a way to track it back to your R. O. I, then it's all really been for nothing. And like mike mentioned in the introduction, Um, there's a lot of current existing channels or hubs that are hard to navigate, therefore they're just, you know, hemorrhaging ri potential 43%. Um, as industry partners. Uh, one thing you take an account as you know, you as a hospital or, you know, pharma company or medical device company likely already have some sort of mandated or existing site that may be a broader hub rather than, you know, content focused that isn't to say that you can't combine it with the solutions that we've mentioned. Either integrating it with your existing platform or creating a sub channel that's really seamless. And I'm just going to showcase this nice example here and how male clinic do it. Right. This is the main organization site which you know covers patients, medical professionals research the given portion. And if you have a look here at the medical professional section and go right down to the video center, just have a quick look up there at the U. R. L. Is changing seamlessly to the Medical Professional Video center, which is actually the area that we host and manage for male clinic that has all the latest videos, podcasts, articles and like Patrick mentioned with the navigation and call the Action you can see right here, it's really easy to make that referral, You can click in any sort of the service lines, click in a video and right away you have the option to the Fed a patient and scott. That is a fantastic live example to really illustrate everything we're talking about there from a user uh standpoint and user navigation as well as see messing up your overall enterprise brand with this content. Uh along with that scott, I know what we're talking about knowing your audience and who you're speaking to. Um one of the main trends that we're seeing a lot in the space is around ensuring that in an air of accessibility, we have content that's not just um singularly for those traditional viewers, but also those with different needs. I wonder if you could illustrate a little bit for everyone and specifically what we're doing and how we're making that possible with the content that we're involved in. Absolutely Patrick and again, we covid limiting physical interactions. This has come with a, you know, a need for increased virtual connections. And this means that these ecosystems must cater beyond the region or zip code that they would traditionally be accustomed to. And while that might equate to a national audience for our hospital partners, many our industry partners have to think globally while parts of the world remain locked down. So it's important to have an infrastructure that's capable of deer in the growing needs a, you know, an international audience as well as these ongoing accessibility mandates. Um rightfully so, you know, we live in this era of accessibility, so it's just gonna be a matter of time before all our hospital and industry partners, it's mandated that they have closed caption and on all of their video content and you know, setting up a platform that is modular and can be prepared for that as important. So that you're not spending all this time aggregating content working in the right navigation setting up only to be met with these mandates from the government or the I am and be like, oh, we'll have to start from scratch. you know, so making sure that you have a modular system that can cater to these needs is super important. And that's something that you know, we've been thinking about as well, you know, updated a global platform over the years. So we have closed caption and a lot of video audio descriptions for those that are maybe in pair and even thinking about this international audience that I was talking about medical specific translations for certain geography ease and certain accents and dialects and making sure it's not just done by ai or through google translate. So if you have a complex medical term, it confuses the end user in a different country, making sure that content that is an FDA approved but is approved for an asia pacific audience. You get the, you know, audience visiting your content are based in I. P. Addresses. If you're hosting a global town hall, you're a big device company and you want the world to see, but you can't fly people in from south africa right now. But you know that's where a lot of your experienced employees are, make sure you do a simulcast that caters to the different languages in those continents and countries. So just make sure that you're prepared for those coming changes. We live in a virtual world where things change rapidly. So don't box yourself in when you're taking all this time money and effort only have to start from scratch. Yeah, that's a really good point there about not putting yourself into the backing yourself into a corner, boxing yourself in your building this physician portal for today but also tomorrow in the future. So the really the key point there is you want to make sure that you, you know, you are thinking long term, you are thinking of the trends to scott's point, accessibility, making sure that there's not something you're going back to the drawing board after putting a time effort and resources into this portal that you are building out. Um, and just again thinking for the future long term your business is going to be in business uh, you know, in the coming years, so make sure your website can accommodate that and any other future growth that you have. Scalability is another factor as well. If you're gonna be adding on additional service lines or product lines, making sure you have the resources available to do that as well and, and the infrastructure in place that can take that on. Um and with that sort of summarizes our program and sort of just to reiterate some of the things that we said when you are building out some of these content helps for your physician audience, these ecosystems, some of the things you want to consider, just again reiterate some of the points we made up is getting your house in order to get that content identify that go through that exercise of doing the asset audit as Patrick mentioned, we do that as well for our clients if it's something you're taking on internally, making sure you're getting the right people at the table, the right stakeholders, the right uh, K O L. S to identify what opportunities there are to, you know, repurposed content, what's already available when you can capture that content and those, those opportunities, making sure that you're identifying industry trends. So again, to Patrick's point identifying those key search terms, what are the physicians looking for, make sure that your content matches what those positions are looking for so that there again, checking your site, they find that content relevant engaging. They come back and again identify that cadence. So once you identify the content and some of the content opportunities, when you're going to be putting it out there, making sure that that content is always fresh for those positions to come to your page and make it sort of an organic point of truth were there regularly returning to your site to see what else is out there. Um, and again, once you start building out, you have your books, you're building out your library now identify your goals and make it very seamless and easy for your physician audience to engage with that content, go through that funnel of, you know, that online journey that you want them to take and actually take that transaction again for industry partners, finding a sales rep for a training course for our hospital clients referring that patient or again engaging with the cmI course possibly you really want again identify that and make sure your content matches that overall goal that they are looking. You're you're looking for your physicians to take and we hope you enjoyed the program. We're going to get to the Q. And A. Now. Um we have some questions here and again, If we don't get a chance to get to all your questions, we will be reaching out to one of the three of us will be reaching out to you personally to make sure that we do have a chance to get to you. Uh and if you have any other colleagues that might be interested in this program, again, be sure to check back you will be getting a notice that this will be going on demand. But we do hope that you watch this program and share it with your colleagues as well as check out the previous two programs in this uh series that we had um the promotion and identifying and targeting your physician audience as well as elevating that virtual experience that we talked about those live events, especially in this era of covid why it's so important to have an elevated experience for your physician's. You're not exhausting your audience. Um and with that we do have a question from our team here from Peter. Um Peter asked I have content in different locations. Youtube video. We do have some content on our site as well. Um, what are your thoughts on having it living in multiple places? Um, scott I don't know if you want to kind of maybe take the first swing at that. Yeah. Um Peter, like, like I said, having that fractured content is going to lead to a fractured audience and a lot of drop off. You know, everybody knows youtube. Like I said, Youtube's Youtube for a reason. But if you have a million views on Youtube, how many of those views actually equate to revenue of Eur R. O. I like how can you calculate it back to, you know, a patient referred or an implant sold or you know, a new clinical trial. And I think that's the point that we're really trying to make a content as king, but it has to be purposeful content that can be tangibly tied back to the whole reason that you're putting that content out there. Yeah. And I think that's, I can add to that scott too. Is that I think some of the training, an animal or the tracking and analytics that you have on there. Again, my understanding who's watching that content whose whose engagement is it getting consumed at a high rate, You know, youtube just shows you plays, are people watching it for the entire duration or they just showing, you know, clicking on the 1st 30 seconds realizing it's not for them and jumping off that video. Some of those, you know, metrics you want to have on your site to understand exactly how that content is being consumed? Is it resonating with that physician audience uh or audience in general, through other hCPS as well. Um It really helps you again, those tracking analytics are really key because it lets you have a faster mindset, it lets you have a quicker turnaround, you're not waiting for a full year to look at, you know, actual results to see how things turned out where your marketing initiatives successful. Was that content? Great content. Maybe it was something, you know, maybe you went down this path of creating surgical content when you're uh physician audience was looking for presentations or vice versa or you know, where you're putting time, effort and energy into physician testimonials when they were looking for more patient journey stories. Those are the sort of things that can help you in understanding the content that's resonating. It lets you kind of pivot quickly to make your marketing campaigns the most effective the content you're creating the most effective. Going back to scott's point, the more effective that your content is, the more effective your marketing is, the higher our ally will be on all of your initiatives that you're putting out there with that content. Um Patrick, you wanna read out the next question? Uh Yeah, we have another question here from David, who uh said you mentioned a lot about setting up the hub, but how does my team take on the day to day management? Uh an update that a content hub as you're illustrating here would require. I can actually take this one guys really from a standpoint of looking at that day to day management as we talked about with that asset audit. A real important piece to that is creating that road map and that plan. Now, if you're doing this internally and taking this on yourself, obviously you want to set up realistic expectations and deadlines and benchmarks. We understand from not only just hospital, but within our industry partners, a lot of teams are running with a lean model that really does restrict the amount of bandwidth that teams have. Their capacity is pretty much at 100% of not 100 and 10 in some of what they're asking to do on a day to day basis advantage and really where we step in and that is taking that odd. So instead of having to go through whether it be an I. T. Group or three levels of project management where we serve in there as as simple as you're sending us an email or getting on a quick call to update us and we will take it from there, especially once we have a site launch, we're going to intimately know the brand strategy, we're gonna know your goals and objectives within there as well as that as we're uploading those things, we're gonna be able to help to carry forward the brand story that you want to tell, ensure that that content resonates with that. Whether that comes to adding new content, removing outdated content, all that can entail a lot of different end to ends and if you have one central point to manage that, that really does help to achieve a successful plan to ensure that once a hub like we've been showing here is up and running that it continues to run smoothly and reflect the goals that your group is looking for to achieve. Yeah Patrick, one of the things that you know a lot of our clients do appreciate about working with Broadcast med is that extension of human bandwidth, you know where the were essentially extension of the I. T. Teams band with. I know not many of our clients have the luxury of having an I. T. Team on standby to create a website at the drop of a hat. You know, I know that I. T. By nature is putting out fires left right and center. So um having that extension of bandwidth is always very welcomed from our ah client base as well as the not only just the build out and the maintenance on that side, but actually maintaining the content is something that our team gets tremendous feedback on that. Something that has to get uploaded to a website uploaded, you know change from a channel that we built out for them to content hubs. Uh it's just literally as simple as sending out a quick email to the account executive on the team that Broadcast Met and content is no longer relevant, taken down. New pieces of content are uploaded with that content roadmap as well. We can assist in the, that cadence that we talked about with the releasing content. So that's just one of the feedbacks that some of the feedback that we get from clients about Broadcast Met is uh, you know, that extension of human bound with is invaluable, especially when you're talking about these online portals. If you're trying to keep them relevant and fresh, like we talked about having that support team on your side can work wonders. So if I'm hearing you guys write, the best solution is to just come to us and then take the headache away. So, um, we have another question here from Maria. Um and if, if I'm understanding this right, I'll rephrase it slightly here again, it pertains to fractured content. She's mentioning that she has a um service line specific content in one place and then, or cmI content on a third party a um LMS um, in in our opinions, you know, sep separating that content with you guys think about that sort of segregation, I can take that Scott really, when it comes to 2cm E especially when it comes to that, that educational content as a whole. Uh what we found is it can really serve dual purposes. So not only can your educational content help to better inform about the latest and greatest things that are happening in your institution a lot of the times that educational content can be transferred to be as it is purposeful to be educational and be utilized for CMI and oftentimes. What we found is like your LMS and your, your service line content there is that fractured uh just by nature of departments and different priorities there where we've seen a lot of success and initiatives that we've helped with is to bring that all together under our platform, we can offer an LMS environment for that digital content as well. So, if you are looking at adding on incentivizing even further to engage with specific series or different pieces of content by adding in uh CMI component and LMS learning environment around, it is definitely something where you can look to enhance and it doesn't necessarily have to be truly accredited, It could be informational and debriefing on actually testing the physician to see did the content they just engage with their process, did it go through versus just watching a video or reading a simple article, engaging with them directly, asking some prompting questions as a result can help further helped set in that those learning objectives of that piece of content. Absolutely, physicians are going to have the, you know, take CMI course, She's over time. So why not have that, you know, diverse content in the same place so that they can engage Yeah, I agree. Physicians education is really the main vehicle that we see a lot of our clients, you know, engage the physician's within to scott's point. CmI is required by physicians, but physicians by nature have that almost insatiable need to earth urged to continue learning obviously to become a better physician by nature. So that educational content, all the content for the most part that we put out there for our clients is again, educational in nature and doesn't get more educational than continuing medical education, CMI. Um, so, you know, having that content as a resource does help lend credit credence to your to your site as a whole as well as again, same concept as we're going before getting that return visitors. If you have courses ongoing new courses that are popping up regularly, it just gives more incentive to those positions to regular check back, engage with more, more content, more courses that you have available to dispose, especially if you become their go to location for physician education. It could work wonders for your organization and again, really help national reputation, position engagement ultimately referrals and overall business objectives. Thanks guys, we'll have time for one more question here and again, please continue to submit your questions and if we don't have time for it today, we'll get back to you in the next day. Again, answer the poll and you're right, That's a valuable data. We'd appreciate it. And this question here pertains to get in content and registration. And if we see that by adding a registration or a gate way to or content leads to reduce traffic. So I'll let you guys talk to the best strategy on that. Yeah, I could take that. You know, any time registration is is there uh, for full disclosure, you do see, you know, lower engagement rates. It's sort of the nature of the beast. You know, funny analogy is back in the day, you can go shopping and you know how to get in your car, you go to the mall and actually go into a store and now amazon asked you to put the three digits of your credit card in the back of your credit card on there. And well, that's too much work. I'm gonna just, I'll buy that later sort of thing. So, you know, anytime that that effort is needed by the end user, you're, you're gonna lose somebody. I don't want to, I don't want to put my name down or I'll come back to this later and you lose them. So not having registration is obviously you get better performance, Get right in, get access to that content that they're looking for without having to type anything in whatever the case may be. But there are strategies if you are looking to capture additional fields of data um from your audience. So there's ways of chapter rising the content. So maybe making uh 30 minute video 3, 10 minute chapters and having the first two chapters be open to the public. But if you want to watch part three and we're the real meat of the messages, um you can require registration. There's again, numerous different ways of doing that providing the CMI. Obviously there's a gift to get there. There's those credit hours, having the registration on that um is vital as well. And that's another way of capturing some of those important fields of understanding who your physicians are that are on your site. One of the benefits of our clients that our clients have with working with broadcast med is our proprietary M. D. I. D. Technology um you know, works without requiring registration. So once the physician lands on the page um we know exactly it was dr dot Clelland and orthopedic surgeon from Connecticut uh that Came on the site. Watch these five videos downloaded this brochure, click to refer a patient button was interested in clinical trials and we're able to report that back without requiring registration. That said there's numerous different reasons or business objectives as why. Again, identifying additional pieces of content, hospital affiliation uh, Med school, whatever the case may be, we have different avenues that we can incorporate that on with gaining content requiring registration for certain parts, but with broadcast meds and the I. D. You know, a lot of that important data identifying that doctor, the M. P. I. Number, their location is automatically passed through through our reporting technology and our physician membership. So it's one of the big benefits there. But uh you know any time you do have registration to kind of go back to the question we do see lower engagement rates but that doesn't mean that there aren't strategies that we help our clients with all the time to overcome those hurdles that our clients say and just piggyback on that mike too. In terms of sometimes that data collection standpoint there's there's information based on those viewers and that gating that you want to capture knowing that there is some of the data that we can help to provide and that oftentimes a lot of our clients will on the back end be able to make those data connection points as well. So if there's a regional component to it filtering those those physicians from each region for additional follow up um can also be a standpoint of gaining necessary information that you know is there without requiring the registration. However always there's that sentiment of if you have their attention to try to engage with them and gain any information that is valuable to your organization in the moment when you have their attention. Yeah, I think that answers that question Patrick, thanks for the question from the from the viewers out there. Um again if we didn't have a chance to get to your questions. we will be reaching out to you to make sure that we do answer all of your questions in the coming days. Uh One last comment again, this program will be on demand. So if you want to come back, check in, get some of the feedback that we were sharing. This same exact site, same sort of concept that we're sharing with you. The on demand will be on the same link, so just feel free to check back in the coming days, that program, this program will be there. Um One of quickly thanks scott and Patrick for joining me today. It was great to have you guys on here and thank you for everybody at home for watching. I hope you have a great rest of your 2021 a great start to your 2022. Uh One of the first people hopefully to wish you a happy holidays and we will be back early on in quarter one of 2020 to to continue on this series, but have a great rest of your year and we'll talk to you soon. Goodbye. Okay. Uh huh. Mhm. Mhm. Mhm. Mhm. Mhm, mm. Yeah. Mhm. Yeah. Mhm. Mhm. Yeah, Yeah. Mhm. Mhm. Mhm.
