Back To Top

Award-Winning Project: Best-in-Class Provider Profiles

Sentara Health’s team knew they could do more with their provider profiles. We helped them make the most of these high-value (yet often overlooked) pages.
  • Industry: Health system
  • Headquarters: Norfolk, VA
  • Size: 34,000+ employees

Get the gist

  • Sentara sought to transform a basic website section (Provider Profiles) into a high-value asset.
  • We used narrative content and SEO strategy to create profiles that connect with patients and capture high-intent traffic.
  • The provider section ranks for 500+ organic keywords, with 44% of keyword visibility reflecting traffic at the consideration or conversion stage.

The goal: Maximize Sentara’s provider profiles

Provider profiles, which capture bottom-funnel intent and sway patient decision-making, are some of the most valuable pages on a health system’s website. Yet they rarely get the love they deserve. Many health systems treat their provider profiles as static directory pages — not as places to connect with patients and build trust.

Sentara Health saw an opportunity to do more with their provider profiles. They approached Aha Media Group for help reformatting and rewriting these pages.

Our objectives:

  • Differentiate Sentara’s physicians through more human, narrative-driven content
  • Emotionally connect with patients and support patient decision-making
  • Optimize profiles to capture high-intent organic search traffic

What we achieved: Reaching patients close to conversion

Sentara’s investment in provider profiles is paying off. The provider profile section of the website is earning visibility for mid- to bottom-funnel intent keywords, showing that these pages are reaching patients actively seeking care.

The narrative-driven profiles are also connecting with patients where it matters — at the decision stage — and helping them answer the question, “Is this the right provider for me?”

  • 82% traffic share

    Sentara’s provider profiles drive the lion’s share of traffic compared to those of competitors.

  • Strong AI visibility

    Sentara’s provider section has an AI Visibility score of 74, as well as 6,400 AI mentions and 2,400 cited pages.

  • 504 organic keywords

    Sentara’s provider profiles rank for hundreds of organic keywords and consistently appear in SERP features.

  • 44% of keywords represent high intent

    Nearly half of ranking keywords are commercial (25%) or transactional (18.9%), reaching patients as they compare providers and get ready to take action.

MASHSMD Healthcare Excellence Award

Sentara’s provider profiles were recognized by MASHSMD — winning an award in the Content Creation and Management category.

MASHSMD 2026 Marketing Excellence Award Aha Media Group

As AI platforms gobble up a growing share of top-of-funnel traffic, health systems must focus more strategically on content that captures mid- and bottom-funnel intent, like provider profiles.
Ann Key
Aha Media Group

Our approach: Profiles grounded in patient research

We helped Sentara rethink the traditional provider bio. Instead of leading with credentials, we created profiles that help patients get a feel for the person beneath the white coat.

Our approach was informed by our own research, which surveyed more than 500 patients and uncovered what they look for (and what they care less about) when reading provider profiles.

Our provider profile approach at a glance:

  • Narrative-driven introductions that highlight care philosophy
  • Conversational tone that balances authority
  • Structured formatting to support scannability and SEO
  • Strategic keyword alignment tied to specialty and service line intent
  • Clear pathways to action, including appointment scheduling
Contact Aha Media Group

Are your provider profiles working as hard as they can?

We bet that section of your website could do more for you. Reach out to talk about it.

Let’s talk