By Janus Boye
Sara presented at our NYC healthcare content leaders peer group meeting held in September
Patient education is a vital element in healthcare. But how do you scale content so that it reaches patients at the right moment, in the right format, and in the right language? I’ve seen many different content platforms and solutions over the years and left NYC very impressed by how far Sara Faye Green and her team at WebMD Ignite has come.
As a part of our new healthcare content leaders peer group, Sara talked about how a combination of content operations and AI innovation enables them to deliver on their huge content ecosystem. They work with content at scale to inform patients and providers at the point of care and beyond. And it was really fascinating to get a peak behind the scenes of their governance, operations and tech stack.
WebMD Ignite differs from most digital content providers, which typically rely on SEO-driven, traffic-based monetization. While they do have web solutions as part of their offerings, they operate on a client-based, subscription-driven model where hospitals, healthcare providers, and other organizations pay for access to their medically accredited content. This means their content isn’t just consumed on websites—it’s prescribed as part of medical care, integrated into electronic medical records (EMRs), and even broadcasted on hospital TV screens.
We covered the importance of content standards, including being proactive, responsive, emerging and clinically curated. On the technical side, they put Kontent.ai in place as their CMS and this really helped accelerate the productivity of their content team. Besides AI in the CMS, they also work with AI powered translations, which are getting better and better. With AI it is possible to deliver content in many more languages. Even with a few grammatical errors, local language beats having to read health content in a foreign language or not having access to vital health information during critical moments in healthcare
There was also the topic of virtual assistants: To some this might just be a name for a next-level chatbot, but we saw how at WebMD ignite it combines text, audio and video and interactive response.
Finally, we covered that if your content is crucial, as in when it comes to health, your content teams play a critical role. Their productivity and ability to perform with their tools are key - something that's often underestimated. Perhaps, to create truly compelling content, we are entering a new phase where content contributors can get a bit more well-deserved attention? Because content matters.
Learn more about creating content that makes a difference
We have written extensively about everything content for over two decades. Here’s just a few recent and popular posts:
There's something happening with search (October 2024)
Why are most organizations stuck solving the same content problems as 20 years ago? (2020)
The conversation naturally continues in our peer groups at conferences in Europe and North America. Why not join us and be a part of it? You can meet Sara in person at CMS Kickoff 26 held in January in Florida, where she is among the conference speakers.
PS: We also have a European virtual assistants peer group