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Michael AdkinsSenior Content Strategist, Digital Health Strategy

As part of Perficient's Digital Health Strategy team, Michael partners with healthcare organizations to create informative, conversion-centered content for a variety of applications, including websites and blogs. Michael writes content that highlights clients’ service-line offerings, expertise in unique treatments, differentiators in competitive markets and additional factors that are important to patients.

Blogs from this Author

Hone Your Healthcare Content’s Tone: 6 Best Practices

The content of your healthcare organization’s website is key. But perhaps as important as the actual substance of what you say on your site is how you say it — the tone in which you present the information. With in-person or video communication, audiences can infer deeper meaning, deduce emotional states, and gauge the speaker’s […]

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Your Healthcare Content Should Never Use This Word: 4 Reasons Why

Writing good healthcare content that motivates users to convert isn’t easy. It takes time and effort to build trust with a consumer and help them feel comfortable taking the next step with your organization. And there’s one word that will never help you in those efforts. That word should never appear on your consumer-facing website […]

A woman searches for content on a mobile website.

How Taxonomy Connects Healthcare Consumers With Content

We’ve all been spoiled by how easy Amazon and other leading e-commerce leaders have made it for us to find related items when we browse their websites. If I’m searching for a pair of shoes or a blender but not finding the exact item I want, I can often find related items that the site […]

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Recruiting the Future of Healthcare: Why Nurses Are the Key to Healthcare Organizations’ Success

In the first article in this series, I wrote about my recent healthcare journey and how it lined up (and didn’t) with the strategic advice we give our healthcare clients. In part two of the series, I discussed the importance of an outstanding consumer experience — not just the digital experience — and how it’s […]

Healthcare Worker Giving Support And Love To A Patient

Healthcare Patient Experience: Why Digital Can Only Take Your Healthcare Organization So Far

In the first blog article of this series, I wrote about my own recent healthcare journey. After undergoing life-saving lung surgery, there I was: in a hospital bed, grateful to be alive and recently off my ventilator — shades of the film “Alien” if you’ve never had the pleasure. And all I had on my […]

In The Hospital Sick Male Patient Sleeps On The Bed. Heart Rate Monitor Equipment Is On His Finger.

Decide Not to Die: What I Learned About Healthcare Strategy by Being a Patient

As healthcare strategists, the first thing we tell our clients is that all healthcare consumers are on a journey. The story goes something like this: they’re told they or a loved one has a condition, they research and learn more about it, and then they decide to reach out for help. It’s at that inflection […]

The 5 Secrets of Conversion-Centered Content

Conversions are healthcare marketers’ lifeblood. After all, most of the effort you spend on audience outreach and engagement, apart from simple brand awareness and public-service campaigns, comes with the ultimate goal of getting those audience members to become patients of your organization. That means you need a plan behind each piece of digital content you […]

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6 Reasons You Need to Conduct a Content Audit

What’s the state of your healthcare organization’s content right now? How do you know? Each piece of your content tells readers a story about your healthcare organization. And if you’re not regularly taking stock of your content, those old webpages, blog articles and other items may be telling a story that drives potential patients away […]