Expanding Profiles to Present the Research and Academic Strength of Our Faculty

Expanding Profiles to Present the Research and Academic Strength of Our Faculty

Posted by  | Faculty Profiles, Reputation Management

When the faculty directory launched on hopkinsmedicine.org several years ago, it initially functioned as a find-a-doctor tool — helping patients, caregivers and referring physicians find an appropriate physician. The tool launched with data provided by sources credentialed by the institution, and it created an opportunity for faculty members, administrators and other Web content editors across(...)

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Purpose-Built Content and Patient Journeys

Purpose-Built Content and Patient Journeys

Posted by  | Content Strategy, Web Strategy

“Purpose-built” is a concept most often associated with physical design — buildings, vehicles, even kitchen implements — but it has relevancy to content as well. Purpose-built pretty much means what it says (I love when terms are clear like that!): designed to serve a specific set of uses and standards. But there’s also a lot packed(...)

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7 Things You Should Know About Building a Physician’s Online Reputation

7 Things You Should Know About Building a Physician’s Online Reputation

Posted by  | Faculty Profiles, Marketing, Reputation Management, Search Engine Optimization (SEO)

Ask Johns Hopkins Medicine physicians which of their colleagues has a strong online presence, and one of the names that you’re likely to hear is that of orthopaedic spine surgeon A. Jay Khanna. Khanna views his online footprint as a critical element of building his practice. It’s so important that he’s positioned iPads at checkout(...)

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Building Effective Marketing URLs

Building Effective Marketing URLs

Posted by  | Marketing

As a marketing professional, I enjoy watching my industry continue to adapt to the need to mix traditional media with a more interactive format. Getting people to act on a call to action they see in traditional offline media often involves some type of Web, mobile or social interaction—frequently in the form of a URL,(...)

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