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When 2 leading healthcare organizations merged, the new organization’s marketing team faced the task of integrating their websites. The team partnered with Aha Media Group to address the issue, starting with the bariatrics department. Aha Media’s data-informed, patient-first approach enabled a template for reorganizing information that the client can reuse across service lines. The result is a more user-friendly and accessible website with increased patient engagement and service line visibility.
The new organization combined a ministry-led healthcare organization and an academic medical center. After the 2021 merger, the organization needed help aligning its marketing vision, particularly for the enterprise website. The post-merger website was technically sound. But branding and style consistency needed work. Content was difficult to find and didn’t meet consumers’ practical needs. The marketing team needed someone to revise its integrated website.
Write content that patients want and need
In-depth content audits revealed content gaps, overlaps and inconsistencies. Web analytics showed how content was performing. Interviews with subject matter experts illuminated what patients need to know. We responded with rich, cohesive content that was mindful of user intent.
Reconfigure for SEO
Flattening the information architecture (IA) made it easier for search engines to crawl the site. Targeting high-value keywords with mid- to low-difficulty scores (including long tails) increased the likelihood of ranking for competitive topics. Optimizing for search allowed the site to compete with other regional health organizations.
Improve content accessibility
The organization’s gated content was informative but challenging for patients to find. And because it was gated, it had no SEO value. We evaluated all gated content and identified what could be optimized for topical hubs, subpages or blogs.
Our data-centric approach resulted in high-performing content that appealed to internal and external audiences. Highlights for the new bariatrics service line page include:
The organization’s numerous stakeholders provided varied opinions about the new website. Therefore, the marketing team relied on data as the source of truth for informing content. Our content audit, web analytics, and keyword study of the existing site provided solid, irrefutable data about what was and wasn’t working.
We followed website best practices to improve the user experience. We used plain language, shorter sentences and paragraphs, and bullet points to enhance readability. Incorporating testimonials within service line content—not secluded on separate pages—allowed the stories to shine.
After realizing success with the bariatrics page, we repeated the data-informed process for the healthcare organization’s other service lines. This was a new approach for the client and helped make the revamp process more manageable for the organization.
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