Co-Presented with Kadesha Thomas, Founder, CareContent. Hospital Marketing and Communications departments have their hands full between juggling public facing websites, internal communications channels including the intranet among others, PR, social media, and the perennial need to create content for each of these outlets. Add to the mix the fact that most Communications departments do not have dedicated budgets for generating unique content for each of these media and there is the realization that in order to actually do it all, content must be repurposed and repackaged for use in these diverse publications.

1. Repurposing Content to Keep
Your Hospital Intranet Vibrant

2. Session Agenda
Webinar
• Duration: Approximately 45-50 minutes
• Q & A any time during the session
Your Presenters
Agenda and Goals
• Current state of internal communications in hospitals
• Repurposing Content to Keep Your Intranet Vibrant
• Question and answer session
• Please complete the short survey before you leave the web seminar.

3. The recording of this session
is available at
http://info.hospitalportal.net/repurposingcontent-to-keep-your-hospital-intranet-vibrant-

4. Current State of the Typical Healthcare Intranet
•
•
•
•
Functional, but not engaging
Lots of hyperlinks, minimal graphics
Lots of stale content
Typically no dedicated budget for internal
communication

5. Intranet connects everyone
in the organization
The line between internal and
external can be very
fuzzy
=
OPPORTUNITY
for a Unified Branding
Message

6. Stage Content
• Crossover content
between public
facing website and
intranet
• Set effective and
expiration dates for
content to avoid
things falling
between the cracks

7. Social Emphasizes Impact
•
•
•
•
Forums
Blogging
Commenting
Newsfeeds

8. Utilization Measurement
Business Objectives Accomplished, ROI 0
• Page View Stats
• Comments
• Poll/Survey
response
• More
Sophisticated
Reports from SQL

9. The content that
never grew up...

10. What is repurposing
It’s having a compelling topic, gathering the
right information up front and then ...
Thinking series with different angles
Targeting different audiences
Using a different format

11. Web content is an asset
Your time and creativity
Google search results
Promotes your staff
Drives patient volume
Encourages engagement

12. New content: Think strategy
Why are we writing this?
Who is the primary target audience?
Who are secondary target audiences?
What is the goal?
These questions determine other possible formats
and venues for the content

13. Current content: Is it worth it?
Has similar content gotten high traffic?
Has it gotten particularly low traffic?
Does it support our goals?
Could the content have more than one audience?
Especially
patients

14. 5 Steps to
repurposing content

15. Step 1:
Start with the
patient angle

16. Step 2:
Start with the feature style
More elements in a feature story: quotes,
stats, narrative explanations
Easier to review
Easier to carve into other content types

17. Step 3:
Pick other formats
Infographic
Blog post
Status updates
Slideshow
Digital signage
Q&A feature

18. Step 4:
Identify other vehicles
Digital signage
Social media
Main website
Blogs
Printed pieces
External website
Industry publication

19. Step 5:
Drive people back
to the website

20. 3 Heads Ups

21. Heads up 1:
No duplicate content

22. Heads up 2: Give the
disclaimer
Patient consent
Vendor agreements
Physicians and medical staff

23. Heads up 3: What goes
up must come down
Prevent bloated website
Prevent broken links
Best practices how long to keep content
(location, content, links)

24. Q&A
Enter your questions into the “Question” area of the GoToWebinar dropdown
menu.
• Please help us by answering the survey at the end of this presentation.
• Contact us at 866-580-7700 or www.hospitalportal.net with any questions or
thoughts.
• Register for Upcoming Webinar sessions: “5 Ways to Update Outdated
Employee Communication” September 24.