Using Condition Content to Lead Patients to You Online

by Mike Maloney and Katrina VanTyne
In 2012, Google published a landmark study about the hospital selection process, “The Digital Journey to Wellness.” According to the study, 75 percent of searches by prospective patients revolve around four specific areas: conditions, diseases, symptoms, and departments.

Our web team at Fletcher Allen Health Care in Burlington, VT, has embraced the findings of this study and incorporated it as a core element of our content marketing and advertising strategy.

Since then, we have seen significant gains in visits to, and engagement with, our digital assets by orienting our digital assets around the four areas (conditions, diseases, symptoms, departments) that represent the lion’s share of  searches conducted by prospective patients.

Fletcher Allen Health Care is the teaching hospital for the University of Vermont and the state’s only academic medical center. We serve one million people throughout Vermont and northern New York and are the flagship hospital for a four-hospital system, Fletcher Allen Partners.

We’ve learned through this process that the more we optimize and add original content, the more high-quality organic traffic we attract— which means that we are converting more prospective patients into patients.

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