Thousands of hospital and health network sites populate the Web, and for many, it’s hard to tell them apart. By committing to a website maintained to convey timely information, the marketing and PR team at Lehigh Valley Health Network has adopted a “Web first” mentality that has transformed the relaunched website into the network’s primary vehicle for communicating and engaging with its marketplace.
Partnering with marketing managers throughout the organization to feed news, updates, and educational materials to the site has resulted in a rich funnel of content that keeps the site fresh and up to date. Even better, the site has employed a responsive design to accommodate the 32 percent of visits—nearly a million—that come from mobile devices. The blog is a centerpiece of the site, where patients and families can get everything from health tips to news updates; one post dealing with snow closings and cancellations was viewed more than 1,400 times. The newly designed site has led to a substantial increase in visits, some 20 percent more than the previous year. The site also employs an emerging and effective trend: videos of doctors accompanying their profile pages in the “Find a Doctor” feature.
All this (and more) inspired us to award Lehigh Valley Health Network top honors in the Best Website category of Ragan’s 2014 Content Marketing Awards. Our congratulations go to Pamela Riddell, Alyssa Young, Amanda Coe, and Ashley Miller.