Case Studies

Methodist Health System Boosts Consumer Engagement With Integrated Content Strategy

by | Jan 24, 2020 | Case Studies, Consumer Engagement

Find out how one of the leading healthcare providers in North Texas evolved its content strategy to drive exponential growth in consumer engagement.

The Organization

Found­ed in 1924, Methodist Health Sys­tem in Dal­las has grown from a local, com­mu­ni­ty hos­pi­tal to a region­al health sys­tem with mul­ti­ple loca­tions across North Texas. Its com­mit­ment to the mis­sion of improv­ing and sav­ing lives through qual­i­ty health care has earned the health sys­tem a long list of acco­lades and the trust of the com­mu­ni­ty it serves.

The Need

Methodist pro­duces a 48-page print pub­li­ca­tion titled SHINE (pic­tured above) four times annu­al­ly. In addi­tion, it pro­duces info­graph­ics, videos, patient sto­ries and oth­er types of con­tent to reach the com­mu­ni­ty. The mar­ket­ing depart­ment staff shares this con­tent on social media and the sys­tem’s web­site but were ready to cre­ate a seam­less expe­ri­ence between those plat­forms and want­ed to evolve the strat­e­gy to meet the chang­ing land­scape of con­tent marketing.

In 2019, they found them­selves with an abun­dance of great con­tent and a strong social media pres­ence but no cen­tral­ized loca­tion for con­sumers to engage with their sto­ries, blog posts and videos. Their exist­ing chan­nel also lacked an effec­tive nur­tur­ing com­po­nent that guid­ed vis­i­tors on the health­care jour­ney. The Methodist team saw the need to go beyond the func­tion­al­i­ty of their exist­ing website’s blog. In an effort to pro­vide a mul­ti­fac­eted con­tent expe­ri­ence and rel­e­vant con­ver­sion oppor­tu­ni­ties for their audi­ence, con­sumer engage­ment was designed to be a focus of the con­tent strategy.

As an inno­v­a­tive con­tent mar­ket­ing agency with 30+ years of expe­ri­ence work­ing with health­care orga­ni­za­tions, True North Cus­tom was select­ed to cre­ate the con­tent hub as part of an inte­grat­ed con­tent strategy.

The Solution

Methodist and True North Cus­tom col­lab­o­rat­ed to build a con­tent hub (pic­tured above) that is capa­ble of hous­ing not only arti­cles and recipes, but also of offer­ing dra­mat­i­cal­ly increased func­tion­al­i­ty, including:

  • Embed­ded videos
  • Con­tent shar­ing via social media
  • Seg­men­ta­tion of con­tent by category
  • Search­a­bil­i­ty and measurability
  • Acces­si­bil­i­ty in accor­dance with ADA requirements

In less than two months, the True North team built and launched SHINE Online with all the required con­tent needs, search­a­bil­i­ty and nav­i­ga­tion options, includ­ing the tools need­ed to ana­lyze per­for­mance met­rics and inform future con­tent strategy.

Today, the site hous­es a stream of new and var­ied content:

  • Live Face­book videos of surg­eries (includ­ing an awake brain surgery)
  • Patient sto­ries and videos
  • Sto­ries about physi­cian mis­sion trips
  • Info­graph­ics on top­ics such as heatstroke
  • Healthy recipes
  • Heart-warm­ing pho­tos of new­born babies
  • And much more

The Results

“The cus­tomer ser­vice at True North
has been phe­nom­e­nal. The most
impor­tant qual­i­ty I need from a
ven­dor is the cre­ativ­i­ty and agili­ty
to address and solve both my unique
and tra­di­tion­al pain points. They’ve
gone above and beyond, start­ing with
the con­tract review process, con­tin­u­ing
with our mag­a­zine and web­site builds,
and now with our ongo­ing prod­ucts.
Their respon­sive­ness is among the best
I’ve seen. Def­i­nite­ly 5/5 stars!”
—Sta­cy Covitz, Vice Pres­i­dent,
Mar­ket­ing and Pub­lic Rela­tions,
Methodist Health System

The first two months of data fol­low­ing the launch revealed the site is dri­ving con­sumer engage­ment at unprece­dent­ed lev­els. In fact, August and Sep­tem­ber of 2019 pro­duced over 1,000% more traf­fic than the same time frame in 2018 on Methodist’s for­mer blog, which was housed on their main site.

In Decem­ber 2020, SHINE Online gen­er­at­ed near­ly 100,000 page views—with 80,000 com­ing from new users. The sys­tem’s COVID-relat­ed con­tent is dri­ving sig­nif­i­cant growth in organ­ic traf­fic along with social media shares and referrals.

Each month, we con­tin­ue to see an increase in traf­fic to the blog and a sig­nif­i­cant amount of goal com­ple­tions or conversions—more than 7,500 since August 2019.

Audi­ence

The pri­ma­ry audi­ence falls between 25 and 65 years old, with ages 25–34 the largest traf­fic segment.

We assumed the vast major­i­ty of audi­ence traf­fic would be female. How­ev­er, we have been pleas­ant­ly sur­prised to find that near­ly 35% of total traf­fic has been male. For many mar­keters, men are tra­di­tion­al­ly hard to reach with health con­tent, but engag­ing head­lines and an abun­dance of videos depict­ing live surg­eries and patient sto­ries like a motocross bike acci­dent sur­vivor have increased the male demographic.

The Future

As the site con­tin­ues to gen­er­ate traf­fic, we expect to see even more social engage­ment, par­tic­u­lar­ly with a focus on Face­book Live videos that yield high traf­fic and inter­ac­tion (com­ments, likes and shares).

Organ­ic traf­fic will con­tin­ue to grow as the site builds SEO author­i­ty. In a high­ly com­pet­i­tive health­care mar­ket, being seen as a trust­ed health and well­ness resource is a dif­fer­en­tia­tor for Methodist, and its con­tent hub has helped fur­ther define its posi­tion as a part­ner to the community.

Let’s Build Your Content Strategy Together

Find out how we’re help­ing health­care orga­ni­za­tions like yours find, engage and con­vert patients and prospects.

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