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Increased subscriptions and leveraged key consumer behavioral insights to create a holistic interactive program
Background
Our client, who represents 18 healthcare facilities and more than 500 physicians in southwest Michigan, sought to increase awareness of its key service areas (cardiac, orthopedic, and neurological care) and to advance its brand online.
Challenge
To complement ongoing, offline marketing efforts, our client wanted to launch both an interactive marketing campaign as well as revamp its e-mail marketing program with a quarterly e-magazine.
Solution
WHITTMANHART created a comprehensive online marketing plan that began with an analysis of third-party research on online user needs relative to healthcare. The resulting marketing plan, which was designed to align with and support the client's offline marketing activities, included:

Increased search-engine visibility with sponsored keyword media buys.
Elevated organic search engine rankings through the development of a universe of targeted keywords, which resulted in at least top-three placement in search engine results.
Awareness-building, geo-centric ad campaigns on MLive.com (a Michigan-focused online news source) as well as Weather.com.
Launch of a permission-based quarterly e-magazine of family health-related articles that offered a distinctive Michigan slant (e.g., common pollen producers of southwest Michigan), quotes from physicians representing the client's various medical practices and locations, and multiple links to resources on the client's Web site.
Results
The e-magazine conversion rates were higher than anticipated and the client's opt-in list of subscribers increased substantially within the first six months of the campaign. Metrics from site traffic and the keyword media buys demonstrated that consumers were indeed searching for local healthcare resources for specific health needs (cardiac, orthopedic, neurological and pediatric), which provided insight into consumer behavior that can be leveraged for ongoing marketing efforts.
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