DON'T WRITE ANYTHING IN THIS FIELD
Increased LinkedIn Followers by 98%
using thought leadership newsletter for providers
Executive Summary
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:
- Repurpose existing blog content.
- Share it via a series of LinkedIn newsletters.
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.
Stats
Significant LinkedIn Growth
The number of LinkedIn followers grew substantially during the newsletter campaign.
LinkedIn followers at the start (April 2023)
LinkedIn followers at its conclusion (April 2024)
The Challenge
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.
Aha Media’s Approach
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.
I’ve had the pleasure of working with the Aha Media Group and it’s been an absolute game-changer for our website content. Lauren, Cindy, and their talented team of writers have not only provided top-notch project management but also enriched our team with their spirit of collaboration. Their skill in curating and managing content has been key to our success.
Anonymous
Aha Media Group Client
The Results
Physician marketing via thought leadership has garnered steady growth:
- 443% increase in newsletter subscribers
- 10% increase in LinkedIn followers with each newsletter release
- 98.4% overall increase in brand followers on LinkedIn during the campaign
Lessons Learned
Work with a trusted content team. 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.
Search optimization is essential. 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.
Metrics help gauge results. 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.
Create and Retain Physician Engagement
Build your physicians’ reputation while garnering new attention with a strategic approach to thought leadership.