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ABOUT THE CLIENT
Physician engagement matters when it comes to U.S. News & World Report rankings. During the open voting period, board-certified physicians who are members of Doximity are eligible to vote for the best hospital in a range of specialties.
The results impact everything from patient opinion to physician recruitment to research funding. That’s a lot of pressure to rank high and hold your position year after year.
With voting happening in the medical community, do you (dear marketer) have any control over your hospital’s ranking?
It turns out you do.
The health center’s team approached Aha Media Group, seeking to increase its reach and reputation with referring physicians. They wanted to:
The Aha Media and client teams built an engagement campaign on the hospital website to:
Thought leadership
We developed more than a dozen thought leadership blogs to showcase the client’s expertise in research and their breadth of leading-edge treatments. These content pieces attracted the attention of referring physicians and the medical community during the Reputation Ranking voting period.
SEO best practices
To ensure the pieces got noticed, our team followed SEO best practices. Our team:
Smart repurposing
The client repurposed the blog content among multiple platforms, including:
Our client, a prestigious national health center, moved from 27th to 7th highest in the country in their specialty, according to U.S. News & World Report Reputation Ranking. The remarkable achievement was driven by the captivating thought leadership pieces we created and an energizing engagement campaign.
The e-newsletter was an essential element of the campaign, highlighting features from the blog and sharing them with subscribers. To ensure open rates (and votes), the health center targeted eligible physician voters in the region and sent them blogs related to their specialties. The marketing team noted that the e-newsletters had especially high open rates for the blogs that physicians received.
Physicians’ opinions matter when it comes to U.S. News & World Report rankings. Making an impact on physicians was crucial for raising the reputation ranking of this specialty center. And Aha Media’s strategy worked. The well-written blogs, engagement campaign and distribution strategy resulted in the hospital’s Reputation Ranking reaching the No. 7 spot.
Working with a team that has strong expertise in healthcare writing, SEO, and writing for physicians elevates your content. SEO-rich, compelling healthcare content gets you results that are:
Physicians connected to the content because articles were well-written, data-rich and full of the latest innovations in research and care — while remaining clear, straightforward and easy to read.
The distribution strategy ensured the content reached lots of eyes and was easy to share with a click.
By setting a goal at the launch of a project, teams can measure the success of their work. The KPIs for this project were reach and reputation, and the results exceeded expectations.
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