Create Content to Increase Patient Engagement by 20 Percent — and Land in Google’s Quick Answers Box
// By Ahava Leibtag //
In the spring of 2016, the marketing team at Aurora Health Care (Aurora) turned to Aha Media Group (Aha Media) to help it enhance and optimize its Heart and Vascular website content. The heart and vascular content, while warm and friendly, did not include the standout differentiators—such as nationally renowned physicians, groundbreaking heart treatments, and innovative research—that set it apart from other heart centers.
Aurora understood the importance of its content and defining its audience. But repurposing existing content strategically for better reach was challenging. The following case study presents a content audit and rewrite that increased engagement rates by 22 percent, find-a-doctor call to action click-through rate by 17 percent, and video plays by 25 percent.
Wanted: Web Content That Serves Patients as Well as We Do
The Aurora team was frustrated that its website wasn’t reflecting the high-quality care or expertise available across its healthcare system. Its stakeholders—including patients and physicians—made it clear that the website needed an overhaul.
Aurora wanted a website that would engage with patients the way its team does: with compassion, reassurance, and expertise. By rewriting the content and providing useful information in a clear, easy-to-understand way, patients would feel more confident about choosing Aurora.
“We wanted to focus on talking to consumers in a way that is friendly and meaningful and speaks to our commitment to a person’s total well-being. At the end of the day, we treat people, not illnesses,” says Julie Travia, digital experience content manager at Aurora.
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