ER Passport Marketing Best Practices

Education & outreach

ER Passport is not a patient-facing product and therefore does not require a major marketing campaign. However, as detailed earlier, it is critical to utilize your physician liaison and/or the ER Express team to spread the word to the referring provider community in your area.

  • Physician liaison educates the referring provider community and their practice managers.
  • Create and distribute ER Passport blurb in your health system's internal newsletter.
  • Educate community providers at public forums / luncheons.

Print collateral

Our Client Experience Team will be working with your referring providers to train them and create ways for them to easily remember to use your online referral form. One simple way to do this is to help them set up a desktop shortcut or bookmark that leads directly to the online referral form. Another way would be to add the form link to an existing database on your website that can only be accessed by However, to reinforce utilization, we also encourage the distribution of various print materials. The purpose of these print items is to be an educational leave-behind but more importantly, to also draw attention to the referral form URL.

Leave-behind print collateral includes (but is certainly not limited to):

  • Quick reference guide - best used as a leave-behind post go-live of ER Passport, potentially during a follow-up visit. It could also be geared towards educating the ED staff and could be distributed after a pre-go-live training session.
  • Rack card - best used as a leave-behind pre-go-live and after each follow-up visit for those who are not familiar with ER Passport.
  • Mousepad - an optional leave-behind that helps referring providers remember the referral form URL.
  • Notepad - an optional leave-behind that helps referring providers remember the referral form URL.

Vanity URL

A vanity URL is a shortened link that referring providers can easily remember, use and share with their staff. Vanity URLs are best utilized for redirecting users to a specific page on your website that normally has a long URL. All it takes is a simple 301 redirect, which is a permanent redirect from one URL (your vanity URL) to another (the referral form URL).


  • Build trust - Vanity URLs tend to include your brand name and/or relevant keyword from your marketing campaign or service. Your vanity URL should be a clear indication of what users will experience once they land on the web page.
  • Make it memorable - A shortened link will make it easy to remember and share with others.
  • Keep it short and simple – Stick to a two or three word phrase incorporating keywords from your brand name and referral service. It should easily fit on print materials. Do not use words with complicated or unusual spellings.

  • Avoid acronyms – Avoid acronyms unless your health system is commonly associated with one.

  • Avoid special characters – Avoid special characters in your vanity URL to make it easier to remember and less likely that users will type it incorrectly. Instead of hyphens or forward slashes, try adding a sub-domain if necessary (i.e.

  • Use title case – For better clarity, capitalize the first letter of every word in your URL. For example, brings “rat” to mind while makes you think “ER”.

  • Use color or bolding – An alternative way to increase clarity, if you decide to keep your vanity URL lowercase, is to use color or bolding.



  • Do not use ‘www’ – Placing ‘www’ before URLs is no longer necessary and wastes space on advertisements.

Set Up

  1. Create a Vanity URL and purchase it by using a domain registration site such as or the site that is currently hosting your website.

  2. Have your web developer set up a 301 permanent redirect from the vanity URL to the actual URL of your ER Passport referral form page.

Marketing collateral timeline

Below you will find a rough timeline for marketing campaign completion. While implementation varies among clients, we urge you to follow these guidelines and recommendations in order to be ready by go-live.


Items Deadline

In-house communication (optional)

• Staff-facing quick reference guide

• Internal newsletter

1-2 weeks before go-live

In addition to on-site training, this will educate staff & improve buy-in.

Vanity URL

• 301 redirect set up, domain name purchased

• Placed on print materials

By go-live

Completed for go-live of print items.

Outreach collateral

• Quick reference guides

• Rack cards

• Mousepads

• Notepads

By go-live

Allow extra turnaround time with the printing vendor you use.

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