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Blogging Generates Patient Engagement

Case Studies

Hallmark Health Medical Associates (HHMA) partnered with MedTouch to stand out in the highly competitive Boston medical market. To meet this goal, the strategy focused on a blog to give the community an inside glimpse into the conditions they treat, their physicians’ personalities, and even some unbelievable patient stories.

940%
increase in blog traffic in two months

28
appointment conversions from the blog in two months

22%
of web traffic generated from the blog

As part of the comprehensive strategy, MedTouch:

  • Aligned blog with current WordPress taxonomy and template structure
  • Ghostwrote for physicians in their voice
  • Launched Rapid Response strategy to tie nationally and locally relevant trending topics to timely blog posts
  • Crafted social media posts for Facebook, Twitter and LinkedIn
  • Integrated Click-to-Tweet social media quotes within each story
  • Automated enewsletter distribution of new blog posts

Key components of the strategy:

  • Strategy alignment with business goals
  • Physician and stakeholder buy-in
  • Interviewing, writing and distribution of blog posts
  • Social marketing

All Results

  • Heroin blog supplemented public education campaign. The blog article had 2x the views of the entire previous month. combined.
    • The two-month campaign resulted in a 940% increase in July and August 2016 as compared to the two months prior
    • 22% of overall website traffic came from the blog
    • The campaign resulted in 28 direct appointment requests
  • On average 3 blog stories generated per one-hour interview
  • 390% increase in enewsletter subscribers

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