Three case studies of how to take existing content from your organization and reuse, reduce (redundancy) and find new content for free! Interactive Marketers from Nationwide Children's Hospital and The Ohio State University Wexner Medical Center take you through content flow for how to re purpose existing content, find databases within your organization that are chock full of content that your web users could find value from as well as explore what FREE content is available for you to leverage.
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How To Use an EpiPen – Page 2012
2013 YTD
• 20,229 Total Pageviews
• 8,374 Pageviews from Search Engines
• 5,228 Direct Traffic Pageviews
• 3,862 Pageviews from Other Websites
• 1,314 Pageviews from YouTube
• Organic traffic was driven by over 126
keywords and phrases.
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• One of the most popular functions of health-related external
sites
• Great way to connect patients and physicians with care
providers
• Improved profiles enhance reputation of our physicians and
institutions as a whole
• OSUWMC experience offered limited insights into each
physician and limited comparison points
Find a Doctor 2.0: Why it’s so important
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Find a Doctor 2.0 - overview
• New & improved design: clean, intuitive & mobile-friendly
• Improved and simplified search options
– Name
– Clinical Expertise (conditions, treatments)
– Locations
• Showcases “hidden” reliable data buried in internal systems
• Provides more relevant content on each provider profile
– Education & training
– Languages
– Highlights, bios and videos
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- Locations
- Titles, Administrative, Faculty
and Endowed
- Chairs and Professorships
- Research Interests
- Board Certifications
- Education & Training
Fellowships
Residency
Medical Degree
Postdoctoral Education
- Insurances Accepted
- Additional Languages Spoken
- Link to Academic
Department/Division
Research Studies
News
Publications
Presentations
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Clinical Expertise
• Conditions treated & specialties
• Old ‘clinical interest’ field was free text, inconsistent and irregularly validated
– resulted in inaccurate search results and lack of relevant profiles
• Created new ‘clinical expertise’ field mapped old interest field & validated
credentialed specialty field to MeSH terms
– MeSH taxonomy (NIH Library of Medicine): National health thesaurus that is
appropriate for both lay person and professional, continuously updated, free.
• Trained ~60 department administrators on how to use MeSH
• Ongoing communications around how important clinical expertise is to our
physician profiles and helping patients find what they are looking for
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Other free* content
• PDQ
-- National Cancer Institute consumer health information
• TXT4Tots and text4baby
-- HHS API service
-- For expectant moms and early infant care
-- Text (SMS) messages in different languages
• MeSH Taxonomy
-- National Library of Medicine directed content organization and
tagging structure with associated synonyms to aid search