The more interactive, engaging and targeted the health information, the more likely it is that members will retain key messages and find the information useful – which will guarantee a return.

According to a recent poll conducted by Harris Interactive, nearly 117 million Americans have searched for health information online. Eighty-five percent of those have searched one or more times per month. As more consumers will go to the Internet for their health information, they are faced with the challenge of determining whether their source of information is credible and trustworthy.

Hospitals and healthcare systems recognize the opportunity to provide trusted, quality health information to these consumers. Accordingly, through a comprehensive content strategy, they can build patient loyalty, strengthen relationships with physicians and establish themselves as leaders in their markets. For healthcare organizations looking to incorporate health content into their patient portals or public Web sites, here are 10 strategies for success:    

Step 1 – Identify content goals. For example, are you looking to enhance patient education capabilities? Or are you looking for engaging, multimedia tools and content that can help promote your organization’s services? Whatever your objective, be sure to tailor your strategy accordingly.

Step 2 – Do your research. Today’s leading health content vendors offer a variety of products and services, including information for multiple literacy levels, translated content, chronic care guides, risk assessments, and customization and implementation support.

Step 3 – Choose physician-reviewed content. Examine content vendors’ editorial processes to determine who is responsible for developing the content and how frequently it is updated. Your health content vendor should have a solid review board consisting of physicians who represent all of the common medical specialties.

Step 4 – Look for the Utilization Review Accreditation Commission (URAC) seal. URAC, an independent, third-party organization, regularly reviews content vendors to ensure they meet more than 50 standards for quality and accountability. This seal of approval helps identify a company with the right processes in place to deliver accurate, up-to-date and authoritative health information.

Step 5 – Increase utilization and site visits with captivating content. Evaluate how well the content captures the reader’s attention. The more interactive, engaging and targeted the health information, the more likely it is members will retain key messages and find the information useful – which will guarantee a return to your Web site in the future.

Step 6 – Provide content for multiple literacy levels. Health information is hard enough to understand in one’s own language, and having a limited understanding of English can be a significant barrier to understanding health messages. Even if you don’t see a need for multilingual capabilities now, there is a good chance you will want this option in the future and will need a vendor who supports it.

Step 7 – Use imagery to explain complex topics. The health content you provide should incorporate vivid illustrations and multimedia tools that make the information appealing and easy to understand.

Step 8 – Select content that can be customized. Content should appear seamless in your environment and not look like what your competitors have. Look for the option of additional customization services that will make your product unique.

Step 9 – Make it actionable. Look for a vendor that will be your partner in a successful implementation. Content should integrate with your services and applications, provide targeted messaging to each user and drive the desired behaviors. Over time, this will allow you to develop a long-term, effective solution that achieves your business goals.

Step 10 – Market your site. As you select a vendor and launch your health content, consider your marketing needs (e.g., launching a print campaign that drives traffic to your Web site or patient portal). Look for a vendor that controls the rights to offline image use and can provide print-quality images. Ultimately, marketing your site will increase patient volume, drive more traffic to your services and help ensure the success of your content investment.