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How to build a Content Strategy for Online Healthcare Communities

Did you know that health-related research is among the top three online activities worldwide? In the United States alone, more than 100 million Americans per year will visit health-related sites such asWebMD,,, and CNN Health, among thousands of others. Within the massive ecosystem of health-related content websites, community-based sites are critical sources of trusted information for patients and caregivers. They offer a single spot for multiple stakeholders — including marketers — to interact with and contribute content to the community. And that’s where marketers need to get smart. So how should marketers approach a content strategy for an online health care community and ensure that content is credible, relevant, and supportive of the organization’s objectives? Andy McCartney offers a … [Read more...]

How Hashtags Stoke the Campfire of Healthcare Conversations

Have you noticed how common the hashtag (#) has become in Twitter conversations? I don’t think even Chris Messina back in ’07 realized how his simple suggestion to use ‘a # (pound)’ sign would revolutionize Twitter? Chris Messina invented the Twitter hashtag with a simple suggestion to use it for grouping conversations While hashtags aren’t required for every tweet, they are very useful when it comes to: Filtering conversations based on interest/relevance Building communities Providing real-time interaction and feedback during hosted events Establishing thought leadership and influence #1. Filtering Health-Related Conversations Hashtags have become crucial in healthcare conversations. Twitter is busy and disruptive while healthcare is broad and structured. Any tool that helps to filter health-related discussions is … [Read more...]