HCIC Logo 2018

Connect with Amazing People
in Healthcare and Digital Marketing

November 5-7, 2018
Scottsdale, AZ

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Pre-Conference Workshop - Migration Woes? Using Content Auditing and CMS Planning to Create Consistent, Coherent Content

Date: Monday, October 23, 2017
Time: 09:00 AM - 11:00 AM
Location: Lone Star F

Content can be a mess on hospital websites, particularly when so many different service lines create content without consulting each other. What do you do when you need to combine content written by many different people under one service line or that includes many departments? Or, if your system is combining the web content of other sister hospitals and a major migration and redesign is in order? In this workshop, learn best practices for assessing your content before migration. Explore different methodologies for content auditing, as well as how to use those findings to influence content strategy, information architecture and design. Review several case studies, including an in-depth look at how one academic medical center, along with their pediatric hospital and school of medicine partners, worked in tandem to understand the universe of content for their Women & Infant’s service line. Hear how the marketing team, using auditing and competitive analysis, was better equipped to decide where to spend money on creating new, vibrant content for the combined service line. Leave the workshop with techniques, tips and processes you can use in your organization to soothe and strengthen the content migration and creation processes. 

Kami Bathon, Supervisor, Marketing & eBusiness, Barnes-Jewish Hospital
Ben Brasso, Strategy Lead, CentreTEK
Ahava Leibtag, President, Aha Media Group