It’s no secret that people are turning to online resources more and more frequently to answer their health questions. 77% of people use search engines during the patient journey, and about 7% of all daily searches are health-related.
That’s why your healthcare website can be an effective tool for raising awareness of your organization’s offerings, including your event opportunities. Healthcare audiences are already used to receiving healthcare information online, making your website a natural place to spread awareness of upcoming events.
This guide reviews our top tips for streamlining your healthcare web design to better communicate about your upcoming engagement opportunities.
1. Create event-related blog content
Content marketing is an effective way to spread awareness about your organization’s opportunities without being too overt. According to Kanopi, healthcare content marketing involves “developing relevant, useful, educational online content to generate interest in a brand’s products or services and acquire and retain new customers.”
82% of consumers feel more positively about a company after engaging with their custom content, making content marketing a useful strategy for promoting upcoming events. Consider developing the following types of blog content to generate excitement for your engagement opportunity:
- A Q&A with your event chair or organization’s executive director
- FAQs that cover what to expect from the event and explain the event’s purpose
- Videos providing a behind-the-scenes look at the event and what goes into setting it up
- A photo essay sharing images from last year’s event
Post on your blog regularly leading up to the event (at least two or three times a week) with reminders and updates to maintain enthusiasm and engagement. You can also easily share these blog posts via email or social media for even more engagement opportunities.
2. Ensure your event landing page has all the crucial information
When potential event attendees land on your website, they’ll want to know the logistics of your event. That means you should offer a user-friendly event landing page that covers the where, when, and why of the experience.
Along with information about the event’s date, time, and location, include additional details such as:
- The event’s purpose. Make it clear why you’re hosting the event, whether to raise funds for your organization, spread awareness about a health issue, or show appreciation to donors, patients, or healthcare professionals.
- Ticket information. List your event’s ticket price or pricing tiers. Describe the benefits attendees will receive at different levels, such as access to a VIP section or complimentary food and drinks.
- Information about how to participate in the event’s virtual component. If you’re planning a hybrid or virtual event, include details about how to access the event’s livestream or troubleshoot any technical issues.
- Details about becoming a corporate sponsor. 360MatchPro’s guide to corporate sponsorships recommends adding information about reasons to support your event, sponsorship levels, and the benefits of each sponsorship tier. Sponsorship benefits often include event naming rights, inclusion in marketing materials, and social media shoutouts before, during, and after the event.
If a single landing page isn’t enough to cover the full details of your event, consider creating a microsite instead. These are sub-websites linked to your organization’s main website that include a cluster of web pages covering just one topic. Microsites can be a great way to go more in-depth about what to expect from your event while still staying connected to your organization’s branding.
3. Make it easy for event audience members to register online
Your event registration form is the tool audience members will use to RSVP or buy tickets for your event. This form should be as straightforward as possible to create a positive experience for attendees and communicate the need-to-know information ahead of time.
Your registration form should be:
- Mobile-responsive. Your event registration page should be simple to complete from a mobile device. Incorporate large fonts, easily touchable buttons, and clear calls to action (CTAs) to help users navigate the form.
- Accessible. Disabilities affect billions of people worldwide, making it critical to design your registration page with accessibility considerations in mind. For example, about 300 million people across the globe are colorblind, meaning they have difficulties distinguishing the difference between certain colors and shades. That means strong color contrast and bold, readable fonts are an absolute must for your online registration form.
- User-friendly. User-friendliness is an important quality of healthcare and hospital web development because it lends credibility to your website. Ensure your event registration form is as user-friendly as possible by making it easy to find on your website and only including necessary questions.
Make sure attendees are automatically sent an email after completing the form to confirm their registration. Provide a ticket and receipt as needed and include contact information that attendees can use to reach out with any questions before the event.
4. Cross-promote your event on multiple platforms
Using multiple platforms to communicate about your upcoming event increases the chances that more potential attendees will see your promotions and register for your event.
Plus, a robust online presence on multiple platforms can reflect positively on your healthcare organization as a whole. For example, 81% of consumers view a strong social media presence as an indication that a hospital offers cutting-edge technologies.
Promote your event blog posts and microsite using channels such as:
- Social media
- Text marketing
- Direct mail
You can also promote your website content to a wider audience by creating Google Ads. These are paid ads that appear at the top of search results pages for keywords relevant to your event. For example, if you’re holding a fundraising 5K event to support your hospital’s patients, you could create Google Ads targeting the keyword “local 5K races.”
If your healthcare organization is a nonprofit, you could be eligible to receive a free $10,000 in Google Ad spending via the Google Ad Grants program. This program can greatly reduce your marketing spend, helping you save money while still reaching a broader audience.
5. Give event attendees a way to provide feedback
Your post-event communications are just as important as pre-event messages. After your event concludes, foster ongoing engagement with attendees by expressing your appreciation for their involvement. One of the most effective ways to show your gratitude is by allowing attendees to submit feedback via your website.
Offer an online survey or poll as well as an email address they can use to send in their thoughts and comments. Ask attendees to provide input on:
- What went well at the event
- What could be improved
- What would inspire them to attend again
- Whether they would recommend your event to a family member or friend
Follow up with attendees via email to thank them for their input, address common concerns, and outline the strategies you’ll use to ensure next year’s event aligns with their feedback.
Your event communication and promotion strategy can make or break your event’s success. Streamlined event communications help drive qualified event leads by ensuring audience members have the information they need to determine whether your event is right for them. Following these tips ensures that your healthcare organization can provide a positive attendee experience from the very beginning of the event process.