The Ultimate Guide to AI for Healthcare Marketers + Do’s and Don’ts Cheatsheet What You Need to Know
The Ultimate Guide to AI for Healthcare Marketers + Do’s and Don’ts Cheatsheet What You Need to Know
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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:

  1. Repurpose existing blog content.
  2. 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.

About the Client

  • Who They Are: Multispecialty academic medical center in the Southeast
  • Industry: Healthcare
  • In Business Since: 1988
  • Number of Employees: 10,000


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.

From social media content to hospital content writing and everything in between — Aha Media delivers.

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.

Get healthcare content writing services that deliver results.

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.


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.

ahava leibtag of aha media group

Create and Retain Physician Engagement

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