The LiveWell team came to Aha Media Group with an exciting goal and a solid foundation: Target a wider audience for its existing online gateway. At that time it hosted more than 90+ wellness programs and served more than 23,000 employees within the Henry Ford Health System.
But the team also brought us several challenges: They needed to clearly define their extended audiences. They needed to establish clear business priorities. And they were using a structure not designed to host a blog, the preferred solution.
We answered the call by helping them create a content strategy and publish custom content. The result? A 330 percent spike in traffic to the newly repurposed LiveWell blog.
About Henry Ford
Henry Ford Health System is a six-hospital system located in the Detroit, MI, area. With approximately 3.2 million outpatient visits a year and 88,000 annual surgeries, Henry Ford is one of the biggest academic medical centers in the Midwest.
About the Project
The LiveWell site was not originally conceived of as a blog. Rather, it was a publication designed to host syndicated content. Covered topics directed users to information about Henry Ford’s wellness programs.
The problem was that the LiveWell team found the syndicated content boring and bland. It didn’t align with the goal they had for the publication, which was to create relevant, engaging and personalized content for their target audiences.
There was also a business concern, since traffic was mostly coming from employees who were directed to the site as the source for wellness programs. The LiveWell team wanted to see traffic coming from a variety of external sources.
Discovery: Define the Challenge
Aha Media Group began discovery in the summer of 2013, interviewing stakeholder interviews, conducting a content audit and completing a social media analysis. Afterward, we created personas and messaging around identity.
The LiveWell team made a business decision to repurpose its website into a blog, where external audiences could read about wellness topics. From those blog posts, readers would be directed to wellness program content within the Henry Ford Health System.
Custom Content: The Key
Working closely with the LiveWell team, Aha Media began writing content for the new LiveWell site in the spring of 2015. An analysis in November 2015 showed that blog traffic had risen 330 percent. The content was also directing almost 100 users per month to Henry Ford’s wellness programs.
The syndicated, vanilla content that the team didn’t like became custom content that spoke directly to the strategic personas. Now users can find blog posts like:
- Are digital devices harming your vision?
- Is your fitness tracker making you fat?
- Are you experiencing caregiver burnout?
Traffic was also nicely split between organic, posts and referrals, showing that it was coming from a variety of sources — one of the business goals.
You can see the case study in this SlideShare publication: Using data to improve hospital marketing.
Get in Touch
Looking for a custom content solution that suits your business objectives and audience needs? Reach out for a consultation at firstname.lastname@example.org.