Libby Adams, Strategic Account Manager
Editor’s note: In this blog series, we’ll explore ways that structured content adds value to healthcare organizations who need new ways to create, manage, and distribute large amounts of content. In this post, we’ll look at what healthcare marketers like about what CaaS has to offer.
I often see healthcare organizations reach a point where they need far more health content than they have available or can maintain. But they still need to provide consistent patient education across the continuum of care, and they want the freedom to use that same health information on their marketing websites and other digital media to better engage their online audiences. So they need a flexible solution that offers evidence-based, up-to-date content to blend seamlessly into their marketing websites.
Healthcare marketing experts at hospitals, health systems, and provider organizations are taking a deeper look at Content as a Service (CaaS) as they expand their content strategies. CaaS provides the flexibility to blend Healthwise-created content with an organization’s custom content to deploy a digital marketing strategy that’s both efficient and effective.
Quality and quantity—for websites and beyond
Healthcare marketing and content teams realize they need more health content than ever before. The content needs to be available in smaller chunks, so it’s easy to read and understand, engaging, and scannable. One health system in the Northeastern U.S. recently began a CaaS pilot program. This system doesn’t have the resources to create and maintain health content and go through a lengthy review cycle every time they need to publish it in another channel. They want content that can be published in multiple places and updated automatically while keeping opportunities open to boost their brand and message. This image shows how they plan to use CaaS online with three examples of publishing options for just one piece of content.
The online experience is crucial to an organization’s success in converting consumers to patients. Overall, here’s what healthcare marketers tell me they find appealing about what CaaS has to offer:
I enjoy solving problems for people. CaaS gives me a new option to help marketing teams who struggle to keep up with the demands of creating, publishing, and managing content. I look forward to seeing CaaS become an integral part of an enterprise-wide patient education solution for more organizations who want to provide an excellent online consumer experience.