There are myriad web tools out there that one can use in health care marketing and communications. From social utilities to news feeds and search ads, as web professionals we now cultivate a web presence for our organizations, rather than just a web site.

Tending to our brand’s online travels keeps reminding me, though, that it’s still about Scripps.org: we need effective content for users to come to after they’ve encountered a component of our web presence. Are you optimizing site content as part of your overall online strategy?

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You’ve seen that sign, right? “Plan Ahea … ” – no “d”, because they ran out of space. Yeah, haha, funny. Until it really happens. Let me tell you about what happened this past August in Syracuse, New York.

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There isn’t much in my wife’s Personal Health Record that hasn’t been shared on the Internet. When she became pregnant two years ago she decided to use the web to learn as much as possible about the wonderful and terrifying uncertainties of pregancy. She participated in the WebMD message boards with other women, candidly sharing her difficulties and observations in a very public forum. The women that made up her community on the boards were from all over the country. They had different ethnic, economic and social backgrounds. Their perspective differences ran the gamut. But pregnancy was their common ground.

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In the age of Web 2.0 and 3.0, our content management systems are offering more features than ever.  We can give our users the options to embed our content, feed it to a reader, have it e-mailed to a friend, or texted to their phones.  For the Web czar, we can integrate content with a click of a button, have alerts e-mailed to us, and give our users limited access to make changes to their own content.  But while many features are obviously useful, some other features are still archaic, vestigial, or simply useless. (more…)