DON'T WRITE ANYTHING IN THIS FIELD
Increased New Users by a Whopping 1088%
and organic sessions by 970% for Heart and Vascular
Executive Summary
Penn Medicine’s marketing department wanted to make sure consumers knew that its health system was the leader in heart care, particularly in cutting-edge areas like heart surgery, heart valve disease and aortic disease. Aha Media worked directly with the Heart and Vascular physicians to produce pages that were patient-focused and optimized for search engines.
Six months after launching new pages rewritten by Aha Media Group, the Penn Medicine team saw significant results, including a 1,088% increase in new users and a 458% increase in return users. Search engine results pages (SERP) ranking, organic sessions and traffic also experienced significant growth.
Stats
As a result, 6 months after launching the new pages, Penn Medicine saw increases in:
Because of the Heart and Vascular pages’ success, other Penn Medicine service lines also began working with Aha Media to drive traffic to their pages via rewrites.
%
New Users
%
Organic Sessions
%
Traffic
%
Return Users
%
Increase in SERPs Ranking
%
Pages ranking in SERPs
The Challenge
Years ago, Penn Medicine transitioned their existing Heart and Vascular content to a new web infrastructure. While they updated the
content over the years, they did not consider search engine optimization (SEO) or user experience (UX) in their updates.
Meanwhile, cardiac treatments at Penn Medicine were continuing to improve and modernize. Their Heart and Vascular Center offered
patients greater access to clinical trials and innovative treatments and procedures compared to other health systems in the region —
but you wouldn’t know it from looking at their website. In fact, Penn Medicine’s Heart and Vascular website looked similar to other local
hospitals, even though they offered much more.
Aha Media’s Approach
Create Content Templates
Aha Media used Penn Medicine’s content audit and keyword research to inform the content strategy. They collaborated on a content template that prioritized UX, making it easy for potential patients to find what they were searching for.
Manage Stakeholders
The partnership between Aha Media and Penn Medicine was seamless. Aha Media directly handled the communication and content approval through the stakeholders, which freed the marketing team to do their job without micromanaging the content production.
Deliver Quality Content on Time
Aha Media delivered ready-to-publish, high-quality content on deadline. The final product offered patient-focused messaging that was properly optimized for search engines.
We were looking for a partner that not only specialized in healthcare writing and project management but also had true expertise in SEO strategy and best practices. Aha Media’s content process was seamless and has elevated the visibility of our website content both regionally and nationally.
Sarah Hetzel
Senior Marketing Manager
The Results
Six months after launching the new pages, the Penn Medicine team saw significant results:
| SEO Metrics | Increase |
| Traffic to new pages | 72% |
| SERP rankings | 650% |
| Organic sessions | 970% |
| Audience Metrics | Increase |
| New users | 1,088% |
| Return users | 458% |
- Increase in unique page views for 2 key heart programs:
- The Aortic Center page views: Up by 65% YOY
- Heart Valve Disease page views: Up by 15% YOY
Because of the Heart and Vascular pages’ success, other Penn Medicine service lines also began working with Aha Media to drive traffic to their pages via rewrites.
Lessons Learned
Bring in the experts
By hiring a professional content firm, Penn Medicine saw the value in having a team with a dedicated account manager and multiple writers and editors. Penn’s marketing department:
- Didn’t have to micromanage the process
- Received turnkey content
- Used templates that aided in content management system (CMS) authorship
Work with a team you trust
Aha Media handled the coordination, scheduling and content approval with stakeholders. Entrusting Aha Media to manage the stakeholders
enabled Penn Medicine’s marketing team to focus on the many other aspects of their job, knowing the project was in good hands
Get buy-in from clinicians
The Chief of Cardiovascular Surgery is the Director of the Heart and Vascular Center. He and his team collaborated with the marketing team and Aha Media to provide information for creating the content.
Incorporate schema markups and technical updates
When the new organic content Aha Media provided started to rank well in Google, the Penn Medicine team made schema updates (technical markups on the back-end of the site that helps Google find and showcase webpages). Those updates helped the new Heart and Vascular pages continue to rank in SERPs.
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