A few weeks back, I attended the ACR Imaging Informatics Summit in Washington, D.C. There were great networking opportunities, and I had a chance to hear from some top thought leaders in the industry.
There was significant conversation about content the ONC has developed about Meaningful Use. The ACR spoke about the initiatives and content they are developing. And, there were excellent industry panel discussions about clinical decision support, mobile devices in healthcare, and dose tracking.
I noticed a common concern among these presenting organizations. Despite the significant amounts of content created to explain or promote an initiative, there remains confusion and lack of adoption.
Information overload is a common problem in our world of content and social media marketing. We all experience it, every day in healthcare IT. Overcoming this challenge requires creating valuable, educational content. It also needs a mechanism to ensure it is “consumed” (read and understood).
Healthcare IT marketers should identify and create the most important content needed by their customers. Marketing must also budget and plan activities that put content in front of target audiences.
The “rule of three” reminds us that human beings need to see something three times before it gets noticed. Whether it is three webinars, email blasts, sales calls, or a mix of three different tactics, a healthcare IT organization must plan and coordinate mechanisms to communicate critical information.
If you have not targeted your audience and engaged them, the value of your content may be lost. Quantity never trumps quality. Placing content on a website doesn’t trump putting it in your audience’s hands.
