Creating a Hub for Health and Wellness with a Southern Sensibility
With the help of C/A, Vanderbilt University Medical Center created a site that proves that they aren’t just in the Middle Tennessee community — they’re part of it.
As one of the nation’s leading hospitals and research facilities, Vanderbilt University Medical Center wanted to connect with current and prospective patients while providing helpful, preventative care information around health needs specific to its community. The answer: My Southern Health, a digital content hub that reflects the health needs and sensibilities of people living in the South.
My Southern Health embodies a healthier South, celebrating the region’s focus on family, expansive culture and longtime traditions. Expert articles, infographics, videos and more are curated for Southern women ages 25 to 55, seniors and families of all types. Since its launch in 2015, My Southern Health has published more than 1,000 posts. That wealth of content has elevated organic search traffic and has provided a foundation of content for other marketing initiatives, including a service line-specific print publication, which launches this autumn.
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 strategy founded on a rich mix of content — expert Q&As with VUMC physicians, useful infographics, videos, recipe roundups and the like — that are all created by local writers in order to create a warm, familiar tone. The posts are a mix of evergreen health topics and service line-specific initiatives. All feature clear calls-to-action to entice the patient to take a desired action.
Both content and imagery reflect My Southern Health’s primary demographics: women, families, seniors and diverse populations living in a region disproportionately impacted by diabetes, obesity and heart disease. The overall design identity is approachable and uplifting, in keeping with the atmosphere VUMC strives to create for its patients.
Those patients are at the core of the site’s design. A smart navigation, tagging and taxonomy system elevates My Southern Health’s user experience. A secondary, drop-down navigation menu helps readers explore more content, while researched tagging and nomenclature makes sure no content is left behind. Hello, bone health, goodbye, orthopedics.
A mix of expert articles, helpful infographics and Q&As keeps the reader engaged and informed, hopefully delving further into the content or linking to other VUMC sites care of clear calls-to-action.
C/A manages all of the organic search, paid search, native advertising, retargeting and email marketing programs for My Southern Health. We focus on driving quality traffic that ultimately engages with the content and converts.