Challenge
NYP tasked Pace to help with three key goals:
1. Influence new consumers to join the NYP network
2. Build emotional connections to new and returning members of the network
3. Increase the medical center’s industry authority.
Solution
Pace helped NYP elevate its reputation and fuel brand love through a new content hub and numerous brand storytelling initiatives for both professional and consumer audiences.
Results
The new content hub drove a 10x increase in organic search traffic within one year, and inbound traffic quickly grew to account for 38% of all donations NYP received. NYP has also been consistently ranked among the top 20 hospitals by U.S. News & World Report since this program began.
Fusing SEO and storytelling in a new content hub
Pace designed, developed and launched a new content experience called Health Matters. This new content hub carefully integrated our storytelling expertise, clinical accuracy and a scalpel-sharp focus on technical SEO.
Our content strategy, editorial approach and creative execution differentiated NYP from competing health systems while rigorously meeting compliance requirements. We also created content for each audience segment and end goal. With stories spanning patient empowerment, health literacy, medical innovation and other audience-specific interests, we met visitors wherever they were in their healthcare journey.
Retaining audiences through email marketing
To encourage return visits to the new content hub, Pace created a new email newsletter. This monthly newsletter shared recent stories we’d published and drove massive increases in web traffic. Over 50% of email users engaged with multiple pieces of NYP content following the initial click. Email traffic also fueled the website’s top three lifetime peaks in traffic.
Supplementing articles with video and social content
In addition to short- and long-form editorial content, we developed a robust library of videos and social-first assets. Our use of carousels, animations, and both patient and clinician storytelling video played a key role with consumer audiences, in particular, netting a 20% increase in follow-up content engagements.
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