DON'T WRITE ANYTHING IN THIS FIELD

170% Increase in Views

through a data-informed approach to an enterprise merger

Executive Summary

When 2 leading healthcare organizations merged, the new organization’s marketing team faced the task of integrating their websites. The team partnered with Aha Media Group to address the issue, starting with the bariatrics department. Aha Media’s data-informed, patient-first approach enabled a template for reorganizing information that the client can reuse across service lines. The result is a more user-friendly and accessible website with increased patient engagement and service line visibility.

Stats

Within 6 months of launching, views on the bariatrics service line page increased by:

%

Views

The Challenge

The new organization combined a ministry-led healthcare organization and an academic medical center. After the 2021 merger, the organization needed help aligning its marketing vision, particularly for the enterprise website. The post-merger website was technically sound. But branding and style consistency needed work. Content was difficult to find and didn’t meet consumers’ practical needs. The marketing team needed someone to revise its integrated website.

Aha Media’s Approach

Get healthcare content writing services that deliver results.

Write Content That Patients Want and Need

In-depth content audits revealed content gaps, overlaps and inconsistencies. Web analytics showed how content was performing. Interviews with subject matter experts illuminated what patients need to know. We responded with rich, cohesive content that was mindful of user intent.

Reconfigure for SEO

Flattening the information architecture (IA) made it easier for search engines to crawl the site. Targeting high-value keywords with mid- to low-difficulty scores (including long tails) increased the likelihood of ranking for competitive topics. Optimizing for search allowed the site to compete with other regional health organizations.

Improve Content Accessibility

The organization’s gated content was informative but challenging for patients to find. And because it was gated, it had no SEO value. We evaluated all gated content and identified what could be optimized for topical hubs, subpages or blogs.

Data-informed content doesn’t just meet user needs—it sets a standard. By focusing on accessibility and patient priorities, we created a template that boosted the bariatrics page and now serves as a blueprint for the entire healthcare organization’s online presence.

Cindy Schaller

Account Manager, Aha Media Group

The Results

Our data-centric approach resulted in high-performing content that appealed to internal and external audiences. Highlights for the new bariatrics service line page include:

170% increase in views
Increased consumer engagement through the website’s interactive tools and class registrations

Lessons Learned

Let data rule: The organization’s numerous stakeholders provided varied opinions about the new website. Therefore, the marketing team relied on data as the source of truth for informing content. Our content audit, web analytics and keyword study of the existing site provided solid, irrefutable data about what was and wasn’t working.
Maximize UX: We followed website best practices to improve the user experience. We used plain language, shorter sentences, shorter paragraphs and bullet points to enhance readability. Incorporating testimonials within service line content — not secluded on separate pages — allowed the stories to shine.
Standardize for repeatability: After realizing success with the bariatrics page, we repeated the data-informed process for the healthcare organization’s other service lines. This was a new approach for the client and helped make the revamp process more manageable for the organization.