Health Content Collective

Case Study: Increasing Client Website Traffic and Engagement

 
 

Challenge

Help healthcare non-profit organization increase overall reach, raise awareness of its rich content library and become a destination for patients seeking information and support after a diagnosis.

Outcome

Content strategy, redesign of existing website content and development of healthcare roadmap positioned the non-profit as a healthcare destination that offers informative and supportive content for patients. Significant overall growth demonstrated in sign-ups, web traffic, video views and meaningful engagement.

 

OVERVIEW

CLIENT: NON-PROFIT ORGANIZATION

The non-profit organization was founded to empower cancer patients to play active
roles in their healthcare by improving health literacy and equipping them with tools
that provide confidence to help them feel in control of their health.
While empowering patients was the goal, the client found that patients weren’t
turning to them as a destination for cancer information and education.
The client turned to the Health Content Collective (HCC) for help with a singular goal:
Improve its standing as an invaluable resource for cancer patients and their families.

 

Outcomes

AT A GLANCE

 
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Our Process

 

Step 1

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The Client wanted to become a destination for cancer patients and increase website traffic.

Step 2

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The Client selected HCC to produce and market content to align with their mission and goals.

Step 3

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Armed with 30 years of proven strategies in patient education, HCC crafted compelling programming and content with Client’s goals in mind.

Step 4

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After 6 months, the Client’s reach grew by 366%.

Define Goals

PHASE 1: DEFINE GOALS AND MESSAGE

The Client was clear on the challenge they sought to address (low website traffic) but had not
articulated their goals with clarity. As a first step, HCC worked with the Client to articulate their
goals: to raise awareness of their organization and to be a DESTINATION for cancer patients.

The next step was a comprehensive review of an existing library of content.

We identified that patients weren’t turning to the Client because the content was difficult to find
and navigate.

 

ReFine and Expand

PHASE 2 : ALIGN GOALS AND ONLINE PRESENCE

With Phase 1 goals and assessment complete, we got to work developing the content strategy and
reorganizing the website to align with the client’s mission and vision.

We developed a healthcare roadmap to provide patients and caregivers with clear calls-to-action and
the confidence to participate in their healthcare decisions throughout their journey. The roadmap also
served as guidance for new content creation and redesign of existing website content, definitively
marking the Client a destination and a valuable resource for cancer patients.

CONTENT CREATION


PHASE 3: DEVELOP NEW CONTENT AND ALIGN WITH EXPANDED MESSAGING

HCC developed new programming that speaks
directly to the patient audience, providing a clear
call-to-action. Video interviews and webinars with
medical experts and patient advocates, coupled with
downloadable resources such as office visit scripts,
compelled site visitors to not only visit but stay on the
website.

The content was aligned with the healthcare
roadmap theme that is weaved seamlessly
throughout the Client’s website.

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The Tactics

✴ Developed all content with a clear call-to-action.
✴ In-depth research topics discussed in laymen’s terms, driving value in a concise format.
✴ Categorized content to align with the Client’s core mission and the patient journey.
✴ Strategic use of keywords and descriptions to drive target audience to site.
✴ Regular engagement with audience through various channels.
✴ Paid promotional strategy to reach audiences as appropriate.
✴ Created a marketing and social media strategy.

THE RESULTS

The Client is now a DESTINATION for cancer patients and their families. The content
developed by Health Content Collective, coupled with marketing tactics, yielded
significant growth in website traffic, user engagement and newsletter sign-ups.

These outcomes positioned the Client to sustain funding to continue to develop
patient education content.