“Dr. Google” has a bad rap in some health care circles. If you doubt my words, go on Instagram and do a search for “Doing battle with Dr. Google.” But let me give you a tip: Pretending Dr. Google doesn’t exist or telling patients to quit it with the internet—these are tactics that are always followed by #doomed.
The best way to help your health care brand, organization, and clinicians and patients is to ensure that patients can find credible, accurate content on the internet, which they will be searching whether you like it or not. Another way to help your health care brand, organization, and clinicians and patients is to help patients and their families better process and use the information that they do find on the internet.
Today I speak with Chris Cullmann, head of innovation and engagement at Guidemark Health. Chris offers up some key insights and practical advice to help you help patients and clinicians. Chris also curates a great Twitter and LinkedIn feed.
You can learn more at guidemarkhealth.com, or find Chris on
Twitter at @cullmann and LinkedIn at Cullmann.
Chris Cullmann is the head of innovation and engagement at Guidemark Health, a leading marketing agency. Chris is a veteran in digital marketing with more than 2 decades of experience. Health care has been a focus of his career, technology a passion, and strategy a craft. A career in professional communication has allowed Chris to explore emerging platforms, channels, and data to create industry-leading customer experiences. Chris is actively involved in the health care innovation space and is an evangelist for the adoption of digital in health care.
02:08 How people are searching the internet for health information.
02:55 “When it comes to producing the content, the belief that putting good content [out there] … doesn’t have a real return on investment.”
04:05 Patient engagement or simply misinformed?
04:27 The importance of paid search and considering user journeys.
07:32 “Nobody’s response was, ‘How do I put better content in the market?’”
08:09 What the brand says vs what people are saying about the brand.
10:55 “What are the terms that are going to springboard into dialogue?”
14:30 One of the biggest challenges in producing content in the health care industry.
16:25 Helping clinicians ensure that curious patients are engaged in a meaningful way.
18:23 Chris’s advice for physicians wanting to help their patients search and find great content.
21:22 “How do you have better dialogue with your physician?”
22:20 How voice plays into this.
25:00 “If you’re not in that space, somebody [else] is going to be.”
29:05 “Health literacy is not just about your actual wellness and the diseases you suffer from.”