Sitecore Content Hub: A Transformational Technology for Consumer Healthcare
Consumer Healthcare has a content problem, and Sitecore Content Hub presents a lot of the answers.
May 03, 2022
Consumer healthcare’s main challenge is content creation and management, and Sitecore Content Hub presents a multi-faceted solution.
“We need to develop more content”.
This is not often an exciting notion to hospital system administrators, consumer healthcare entrepreneurs and other stakeholders who are shepherding healthcare budgets.
The classic response is generally “We are not in the health content development business”, pointing to previous failed expeditions into content land or deeply insufficient budgets. This leaves the digital team scratching their collective head. While this response may be true, it is also increasingly true that digital experiences rely on compelling and accurate content to nurture digital success.
What is Healthcare Content?
It may be more intuitive to redefine “content” as “every patient interaction, and all of the patient engagement that happens outside the call center and treatment room.”
Properly understood, the number of content interactions that can influence patient experience, satisfaction, repeat engagement, and the financial bottom line of each interaction is staggering in healthcare.
Along with usability, design and performance, it is at the heart of every aspect of digital patient experience. And though many aspects of this content are often treated as an afterthought, it is the singular place that organizations can improve radically within their digital strategy.
Common Mediums of Crucial Healthcare Content
The unique content that increases findability through search engines for specific healthcare service lines, high value procedures, locations, topical subjects, etc.
For academic medical centers, the content that gets the publicity
value from unique research and accomplishments and explains the translation of that work to patient value.
The content that describes offerings to better align engagement: conditions treated, appointments, modes of engagement (telemedicine, etc.), and what is treated where.
Logistical information, per service line or per location, or related to specific events (vaccinations, pandemic, etc.)
Frequently asked questions—some specific to a service line or treatment, others sometimes shared between many different cases.
What to expect content related to specific procedures and consultations that is more in-depth and has a determinate sequence.
Post-visit or post-operative instructions related to specific engagements with patients.
Topical marketing campaign content, designed to drive appointments or engagement through multiple digital channels.
Master data management of the facts, such as provider profiles and credentials, or locations and their addresses.
All this content production is often fragmented and liable to be missed or misaligned, leading to confusion and customer dissatisfaction. The cost of keeping so much content accurate, active and effective is rarely calculated; it is high enough that, in the absence of clear business cases, there are huge lapses and lost opportunity costs that are not addressed, which directly impact the bottom line.
Enter Sitecore Content Hub
Sitecore Content Hub is an excellent and easy to adopt SaaS Content Operations platform—a no-code (read low-to-no programmer intervention) configurable platform that is optimized to create a unified, well-governed, content-rich digital ecosystem.
With Content Hub, not only do content operations become more efficient, disorganization and incomplete tasks are strongly mitigated.
Analysts (or marketers) within your operation can be trained to model new forms of content and tweak processes, giving
your organization the perfect balance of flexibility and centralized control. Content Hub is feature-rich, easy to use, and
can be customized to be completely presentation neutral. It can drive web content, and even allows an organization to break down many of its traditional silos.
Content Hub and Master Data Management
Content Hub can play the role of master data management system (MDM) for some or all of the above types of content— including providers, locations and their metadata.
Some content may be integrated from other master data management systems to be managed in terms of multi-channel delivery (or even augmented with richer media than can exist in those systems before being presented to customers) so it’s not unusual for Content Hub to hold the “marketing-ready” version of content, fed back into other institutional back-end databases.
Healthcare Content: The Time is Now
On top of this powerful system for modeling, scheduling, and controlling content
through workflows, Content Hub provides proprietary tools to thematically search and output content in different formats (including print) and manage complex associations between content.
This is particularly useful for enterprises who need to quickly institute global changes in messaging and output (as in the early days of COVID-19) across multiple content sources and consumer channels. Content Hub radically enables that kind of supervision, while at the same time, being easy and flexible to use to organize the day-to-day business of content production and upkeep.
The time has clearly come to get serious about content—both operationally, and in terms of governance—and to build the repeatable, high-quality, cost-efficient structures to make it happen.
Sitecore Content Hub is a revelation in that context, and the perfect platform to become the backbone of modern healthcare content production.
If you are interested in understanding more, Valtech can help. As one of the few Sitecore partners in the U.S. that were early adopters of Content Hub, we can explain how it could apply to your business, and help you plan a roadmap, and assist with implementation all the way to a functional practice. Contact us and let us know how we can help!