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ABOUT THE CLIENT
A regional multispecialty academic medical center was searching for new opportunities to enhance its online presence among referring providers and clinician job seekers. Although they had an existing physician-facing research blog, its content wasn’t performing as expected. The client collaborated with Aha Media Group to explore other options.
We developed a two-pronged physician marketing strategy:
Leveraging this relatively new LinkedIn feature drew a large audience, significantly expanding the brand and newsletter’s profile. And it was a light lift for the marketing team because it didn’t require new content.
Patient referrals are the lifeblood of large multispecialty centers. A well-established brand looked to Aha Media for fresh takes on feeding their pipeline. With more than 1,400 doctors in dozens of specialties and a broad catchment area, it was no small task. The health system was also eager to boost physician recruitment by reinforcing its position as a leader in the field.
Drawing on Aha Media’s depth of physician marketing experience, we determined it was a perfect opportunity for a thought leadership campaign via LinkedIn. The platform is becoming increasingly popular with healthcare provider audiences, making it the ideal place to tout the health system’s program highlights, expertise, and research activities.
After conducting in-depth audits and SEO analysis, we created patient-centered content, optimizing accessibility and search performance. Our approach ensures patients easily find the information they need while enhancing the site’s competitive edge. Branding is consistent across all pages.
Focus on thought leadership
Sharing insights about care innovation was the perfect way for this academic medical center to demonstrate brand authority. Newsletters gave users a peek into the latest advances at one of the nation’s top programs.
Repurpose existing content
The physician research blog wasn’t getting traffic, but the content was robust and compelling. So there was no need to recreate the wheel. Recycling posts and organizing them by strategic themes provided a cost-efficient method that accelerated newsletter development.
Keep it short and sweet
Newsletters were concise — at most, a 3-minute read. But we didn’t let the user journey end at the bottom of the page. Content was flush with links to physician profiles, research studies, service line pages and other related content. Read our tips for creating engaging hospital newsletters.
Physician marketing via thought leadership has garnered steady growth:
Aha Media has worked with this health system for years, creating content for 19 of their service lines. The shared history made collaboration between the two organizations easy and smooth. We quickly devised a strategy aligning with their goals of increasing physician referrals and supporting clinician recruitment efforts.
Newsletters reflected Aha Media’s SEO best practices. (View our cheatsheet for content marketers.) The writing team carefully selected keywords and thoughtfully wove them throughout the articles. This method enhanced the health system’s profile among LinkedIn users and Google searchers alike.
The measure of marketing success often lies in the numbers. But with traditional web campaigns, this information isn’t always accessible. LinkedIn’s newsletter feature puts valuable performance data at the team’s fingertips. They could track new followers and newsletter subscribers in real-time.
Build your physicians’ reputation while garnering new attention with a strategic approach to thought leadership.
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