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Making health content work for health care

A Case Study

Our goal

Drive traffic to St. Vincent-branded websites using relevant health information to position St. Vincent as the area’s leading healthcare experts and connect patients with St. Vincent providers.

The Situation

St. Vincent Health is a large healthcare system, with 20+ hospitals across Indiana. At the beginning of the Web 2.0 Age, St. Vincent had a brand-new website without a blog–and no strategy for connecting with patients online.

THE KEY OBSERVATION

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We recognized that people searched the web for healthcare information—e.g., names of doctors, practice locations, etc.—only when they were sick. But they searched for health information—symptoms, preventive health tips, and lots more—all the time.

Our Thinking

We could link great health information online with local providers and help develop trust over time.
Because we couldn’t use the main St. Vincent site, we recommended developing microsites tied to specific service line campaigns, including women’s health, heart care, oncology, bariatric services, pediatric services, and others.

What we did

Well Done developed more than a dozen condition-and-audience-specific microsites for St. Vincent. We created content calendars and produced blog posts, social posts, video and audio content, promotional content, and more–and kept all the sites updated and functional–from 2010 until 2016, when St. Vincent finally developed a new website that could accommodate content.

14

Microsites

70,000

monthly visits

30

Blog posts and videos a month

Results

Our content strategy did more than drive traffic: It provided patients with reliable health information and fostered connections with St. Vincent service line physicians. A few highlights:

MyBrandNewLife.org:

Bariatric Services

286,000

Sessions
Almost

975,000

Page Views
More than

20,000

Patient Profiles Created

3384HER.com:

Women's Health Services
More than

730,000

Users
total of more than

2Years

worth of time visitors spent on site
about

17%

in the "Find a provider" section
site traffic

The Bottom Line

In the face of expanding, aggressive competition around the state, St. Vincent maintained its leadership in bariatric surgery procedures and greatly expanded its women’s services, including the development of a large regional Women’s Center in Carmel, Indiana.

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Next Case Study

Hancock Health

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