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.
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.
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.
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.
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.
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: