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Children’s Hospital Los Angeles (CHLA), a freestanding Level I pediatric trauma center, is a global leader in children’s heart disease treatment. It is one of the busiest pediatric cardiac programs in the U.S., receiving referrals from around the world.
However, CHLA’s website did not accurately reflect the level of clinical excellence offered by The Heart Institute. Aha Media Group transformed the web experience, improving brand messaging and usability of content for families, providers, and donors.
We worked closely with CHLA cardiac and cardiothoracic specialists to build from 10 pages of existing content. The result was 50 pages of robust, engaging, and easy-to-understand content written by our healthcare marketing experts. Organic traffic increased by 141% in the first 6 months and continues to grow today.
The Heart Institute has exceptional rankings and stands apart from the competition in many ways, but the website did not highlight those achievements. Nor did it highlight that CHLA offers a child-friendly, family-centered experience with comprehensive resources and support.
When compared to best-in-class competitors’ websites, The Heart Institute’s content came up short. We saw opportunities for more and better-organized information on pediatric heart conditions and related programs and services and a chance to highlight care teams, awards, outcomes, and CHLA’s history of “firsts.”
Content assessment
We assessed The Heart Institute pages and found very few condition-specific pages, which led to poor SEO rankings. The pages also lacked clear “calls to action” for families to take the next step in getting care. We identified strategic ways to improve content — with appropriate branding, an empathetic tone, and a greater depth of relevant information.
Discovery
Aha Media group conducted over 20 interviews with Heart Institute directors, surgeons and other specialists, and administrative and business development leaders. We also reviewed CHLA’s Google Analytics, URL accuracy, bounce rates, and other key metrics with the marketing team.
Quality content
Our content experts took the Discovery findings and wrote dozens of new pages about The Heart Institute. We delivered prompt, targeted content and created a user experience that enhanced every visitor’s journey. Information is now clear and accurate and supports the needs of patients, families, and providers.
Six months after launching the new The Heart Institute pages, CHLA saw significant results:
Metrics continue to show success over time, with a steady 57% increase in page views on The Heart Institute pages over 2 years.
Aha Media handled the coordination, scheduling, and content approval with stakeholders. That included scheduling 20+ SME interviews, collaborating with the marketing team, and providing vetted content for a turnkey approach.
Our team gained director-level support at the beginning of the project. We also stayed in contact with the specialists we interviewed during the content-gathering phase, setting expectations and keeping them engaged in the curation and approval process. Stakeholder buy-in is critical for best results.
We partnered with CHLA to improve page navigation for better UX. Navigation is now more intuitive and flexible enough to support dozens of interrelated pages. We are using this same structure in rewriting and transforming CHLA’s Orthopedic and Neurology content for similar-quality results.
Increase the results of your marketing efforts with a strategic approach to content marketing.
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