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Web Sites and Web
Content
To
go straight to recent web page samples, click
here.
Used correctly, a web page is a tremendous tool for conveying information
and broadening your visibility. It's a tool, not a
whole marketing plan.
But as a resource, a web page can be an important, easily accessible site
for information about an organization's staff, services, location and
other information useful to your service population.
A web
page that just sits there is a passive tool – useful to those who seek it
out. With key words listed in search engines, it can draw people to your
site who are seeking information about your specific strengths. But, you'd
better be sure you have content to offer them on your site.
Beyond this, a web page
can also be used as a base for reaching out to interested readers through
the use of e-newsletters, health tips and other outreach vehicles that are
sent to your audience of self-identified readers. Like magazines
addressing health issues, these can have a cascade effect: people tend to
share useful information with family and friends. An essential element of
every such web page is the "email this to a friend" button.
At
Lahey Clinic, I served as gatekeeper for our web page – not as
webmaster but as a writer and marketer who worked closely with our web
team to oversee and enhance content, direction and, presumably, crafty
marketing techniques. Since web formats tend to be replaced
periodically, those pages have been somewhat revised since I left.
Web Site Samples
(Adobe Acrobat Reader required
for one;
for free download click
here.)
A
major
medical writing project included a long series of medical articles at
Connecticut Surgical Group in Hartford. Enclosed are four samples of about
45 articles.
Connecticut Surgical Group
The Portsmouth
Regional Hospital sample reflects an overview of services that was
developed as part of a celebration of the hospital's 15th anniversary in
its current facility.
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