Your traditional web presence has always been a top-down/ one-way deal. As it relates to health care, specifically long term care, what that means is a corporate website heavy with content about the company, its history, values, leadership, etc.; i.e., stuff investors care about.
Then somewhere on the main nav there’s a “Facility Finder,” which takes you to a locator map of the company’s properties, and links to static sub-pages, where you can find address and contact info, bullet lists of services and programs, etc.
There used to be nothing wrong with this; in fact that’s just about all anyone could have done. But as the social web has evolved and technology along with it, so must our web strategy evolve. We can’t stand firm in “the way we’ve always done it” while the world steps around us. Steadfastness becomes stubbornness and makes you a relic. Those old paradigms to which we remain faithful become inhibitors to growth.
What if I’m a family member of a resident in one of those centers, and I don’t live in the same city, and I want to know what Mom is having for dinner that night? What is on the activity calendar for the days ahead? Can I see some pix? Probably not. The corporate content is not relevant to me as a family member.
So we flipped it upside down, and built a standalone website for every building. We taught the local operators how to post content and tossed them the keys. How could we, at corporate, possibly compete with their local knowledge of their information, events, and culture, and claim authorship? Now they are posting news updates, calendars, pix, videos, press, etc. The only corporate content on the facility websites is a link back to the corporate site.
Why not? Every building operates inside its own unique community. Every building has its own unique culture, personality, stories to tell. Every building has its own discrete input and output channels, through which to communicate with its unique audience.
Every building has a unique street address; why not a unique web address?
If I were a skeptic and a critic, I would say ‘the locally generated content is not professional,’ or ‘you’ll never get nursing home operators to be webmasters.’
Fortunately I am neither, so I say ‘it doesn’t matter because the heart is there,’ and ‘well we did it anyway.’