BOSTON--(BUSINESS WIRE)--Boston Digital, a leading digital transformation agency, today issued a key piece of research titled, “America’s Hospitals Have a Choice: Compete in the Health Information War, or Lose.”
The report analyzes America’s top 20 hospitals and compares the performance of those who have placed value and focus on the transformation of their digital health content libraries versus the hospitals who have made it less of a priority. The data shows vast differences in patient engagement and conversion.
The report was authored by Boston Digital’s Head of Strategy, Philip Chevalier. Divided into eight sections, Chevalier discusses many themes, including Google’s role in the patient journey, the evolution of Google’s algorithm, and uncovering why some hospitals are winning a large share of patient audiences and others are not. By understanding why some hospitals are so far ahead, the path forward for hospitals and healthcare systems who want to catch up is clear.
Chevalier writes about the three highest ranked hospitals - Mayo, Hopkins and Cleveland – and why their digital health libraries result in exponentially higher search traffic. The primary reasons being that their content is comprehensive, original and lives on the hospitals’ top-level domains. The fourth and fifth ranked hospitals, however, do not meet these criteria and their share of voice among patients online reflects this.
“I was shocked by the performance gap between the healthcare providers fully embracing a content strategy around health information, and those who are either taking half-measures or failing to pursue this strategy altogether," said Director of Strategy, Philip Chevalier. "My intention was to demystify this gap, so that hospitals in the latter category can begin to close it.”
The time for hospitals to focus on digital performance is now. The lifetime patient value should be one of the top objectives for any hospital, and those who choose to neglect this important strategy, risk benefiting from higher patient conversions as well as gaining credibility and trust.
To learn more about the data Boston Digital uncovered, read the report here.
About Boston Digital
Boston Digital has been delivering transformative digital marketing for 20 years. We believe digital excellence starts with brand discovery and deep-dive research, leading to a breakthrough website that ignites a brilliant digital marketing strategy. Boston Digital helps brands — from healthcare and technology to financial services — create a holistic digital ecosystem that connects brands to their key target groups while strengthening their competitive edge. www.bostondigital.com.
