These organizations set the bar for compelling healthcare content that drives conversions.
By Katie Bridges
From WebMD to Mayo Clinic, there’s no shortage of health and medical information on the internet, making it difficult for hospitals and other healthcare organizations to break through and make an impact. Guided by masterful design and content strategy, these five healthcare marketing content hubs manage to stand out.
1. Vanderbilt University Medical Center
As one of the nation’s leading hospitals and research facilities, Vanderbilt University Medical Center (VUMC) wanted to connect with current and prospective patients while providing helpful preventative care information around health needs specific to its community. The answer: My Vanderbilt Health, a digital content hub that reflects the health needs and sensibilities of people living in the South.
The goals for the site were threefold: to enhance VUMC’s reputation as a national healthcare leader, to establish the system as an approachable place for expert medical care and to drive traffic to the system’s various digital properties. To that end, C/A devised a rich mix of content and a focused content distribution strategy. The results? A 6,100% increase in organic traffic and a 10% increase in referral traffic to VUMC sites.
2. NYU Langone Health
Physicians are extremely busy. They’re also extremely important to the success of any healthcare system. So how do you build trust and establish a solid rapport with this key audience? You reach them where they want to be reached and you offer the type of content that matters to them.
With that in mind, NYU Langone Health enlisted C/A to create a content hub that showcases its research, clinical innovations and leadership in advanced specialty care — with the goal of connecting with other physicians through a credible and consistent stream of digital content.
Every article, infographic or podcast is chosen to be timely and relevant to fellow physicians in their day-to-day.
There’s no content-for-the-sake-of-content on Physician Focus. Every article, infographic or podcast is chosen to be timely and relevant to fellow physicians in their day-to-day. The editorial strategy is built around showcasing NYU Langone experts as the thought leaders and boundary pushers that they are, and the site as the go-to resource for clinical news and breakthroughs.
3. Brigham and Women’s Hospital
Brigham and Women’s Hospital is a world-class academic medical center in Boston, Massachusetts, and a major teaching hospital of Harvard Medical School. The Brigham serves patients from New England, across the United States and from 120 countries. The hospital’s reputation has long been well-established, and its magazine-cum-content hub, Brigham, serves to further bolster that reputation.
Through journalistic storytelling and compelling photography, video, illustration and design, Brigham works to deepen understandings of how the latest innovations in medicine and science are enabling extraordinary patient care.
4. Ochsner Health
Ochsner Health is Louisiana’s largest nonprofit, academic healthcare system, providing care across 40 owned, managed and affiliated hospitals, and more than 100 health centers and urgent care centers. With such a vast network and varying regional marketing needs, Ochsner’s content hub, To Your Health, serves as the branded umbrella under which its content marketing efforts live, and it is used to fuel a variety of service line-focused digital campaigns, frequently migrating to dedicated landing pages.
Together with the Ochsner team, C/A has produced content-focused lead generation campaigns for a variety of service lines — from obstetrics to primary care to cardiology. Each program leverages original content from To Your Health to create an informative, user-first experience. The campaigns are also fully integrated into Ochsner’s CRM, feeding all lead data into the system so that the team can measure the success of each effort.
5. Cleveland Clinic
Podcasts, live surgeries, video conferences — technology has given physicians and medical professionals a wealth of tools to connect, collaborate and establish relationships both within and beyond their organizations. One of the leaders in digital connectivity is Cleveland Clinic, which employs numerous multimedia outreach efforts on its physician-focused hub, ConsultQD. Videos and podcasts bring a human element to research-focused content, while live events help the Clinic stay relevant and respected in the eyes of its audience.