Brand Consolidation and Targeted Content Drive Results for Unitypoint Health

If your service area covers three states, and your health system’s name only includes one state, it’s time for a change. That’s what Iowa Health System concluded in 2013 when it changed its name to UnityPoint Health. The change was more than just a solution to a geographic misnomer. It represented an overhaul of the organization that cut right down to the method of care delivery, from fragmented and siloed to integrated and coordinated.

With one brand to represent the entire organization, it was time to redesign the website from the ground up. A key initiative of the redesign was to offer a content-rich environment. “We recognized that more and more consumers are using the Web as their source for health-related information,” says Michelle Torrey, Senior Digital Specialist at UnityPoint Health. “We saw it as an opportunity to provide medically sound information to our patients, community members and users around the world.”

UnityPoint developed keyword-rich content around top consumer searches such as “the difference between osteoarthritis and rheumatoid arthritis,” and “deadly cancers.” The results have been impressive, with some articles and infographics achieving the #1 spot on the Google search results page.

Providers come alive on UnityPoint.org, featured in video profiles and articles, and quoted in the content. A feature story about Dr. Shawn Spooner resulted in a 32-percent increase in traffic to his provider page compared to the prior month.

To find out what made Dr. Spooner’s story so engaging and to learn more about UnityPoint’s successful digital strategy, read our latest article, UnityPoint Health’s Consumer-Centric Content Strategy Drives Search Engine Rankings, Traffic and Referrals.

Best regards,
Jane Weber Brubaker
Editor