Integrated Digital Strategy

Harnessing the power of social media and viral content can mean big results, not only in amplification of content, but in real-time “interactions” with a brand. I partnered up with a colleague during my time at Hopkins Medicine to drive one of our institution’s first socially driven awareness campaigns that helped drive awareness of our brand and services, and also opened the door for our patients to participate and influence others in taking action on their general health and well-being.

Web content isn’t just gathering all the content you have and putting it online. It must be curated, accessible, searchable, intuitively organized, serve as an extension of the brand experience and function as a tool to activate new business leads. I managed content development for a variety of internal and external websites, as well as health content databases, patient story libraries and physician profiles, at Hopkins Medicine for more than 10 years. This included several different site migrations, overhauls in information taxonomy and overall editorial alignment to create a seamless, curated enterprise web experience.

Time and place is everything when driving digital leads. Content must be tied to timely, meaningful themes that attract key audiences. Calls-to-action must reach audiences where they are. Lead data flow, tracking and follow-up processes must be timely, efficient and dependable. Digital lead generation has been critical to my success at Philips in exceeding annual goals to maintain a healthy top-of-funnel ratio.

The secret to search engine optimization is adoption of a data-driven content strategy and standardization of keyword-rich tagging and taxonomy best practices. This helps drive relevant search results, return visitors and organic sharing, as well as overall credibility. During my time at Hopkins Medicine, I was part of a project to integrate a health content library, which added more than 500 pages of content designed to attract “well and well-read,” “sick and seeking,” and “caring and caregiving” customer segments.