Investments in content strategy ensure health system puts the user first

Building on a strong, long-term partnership, St. Elizabeth Healthcare and WG Content uncovered areas to optimize content for users and search engines, improve conversions and accelerate performance across five important service lines.  

Headquarters: Edgewood, KY 

Industry: hospitals and health systems 

Founded in 1861

11K+ team members 

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Agencies like WG Content, who truly see themselves as an extension of their client’s team, produce the best work.

Stephanie Downing

Manager, Digital Communications, St. Elizabeth Healthcare

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Opportunity

St. Elizabeth Healthcare’s internal team knew there were opportunities to leverage their website more effectively as a marketing tool to attract and retain patients, especially for five specific key service lines. The organization has grown tremendously, becoming a destination for outstanding care throughout Northern Kentucky.

Solution

WG Content analyzed the existing content experience and competitive landscape for each service line. They provided St. Elizabeth with recommendations to drive immediate engagement and acquisition, build longer-term strategic solutions to enhance their digital brand and create opportunities to shine in their market.

Results

The thoughtful approach to service line content strategy and development is paying off for St. Elizabeth Healthcare. Coupled with investments in digital media, the health system is seeing improved search rankings, increases in branded traffic and increases in new users visiting the site for the first time.

Opportunity

Reimagining key service line content strategy

Since 2021, St. Elizabeth Healthcare has taken an iterative, incremental approach to improve its web presence and user experience. The health system, which serves communities across Kentucky, Ohio and Indiana, wanted to modernize the site’s design and enhance the navigation and content. During this time, the health system also invested heavily in new services and facilities, including building a new state-of-the-art Cancer Center on the Edgewood campus, a new Heart & Vascular Institute and breaking ground on the Dearborn Cancer Center, set to open its doors in 2024. 

With broader organizational goals around providing a seamless patient experience, the time was right to:

  • Tackle the system’s primary service lines’ online presence 
  • Improve user pathways to care  
  • Make sure the content reflects expanded service offerings  

St. Elizabeth’s internal team knew there were opportunities to leverage their website more effectively as a marketing tool to attract and retain patients, especially for five specific key service lines. The organization has grown tremendously, becoming a destination for outstanding care throughout the Northern Kentucky region. It’s evolved into a robust health system that offers advanced care across many specialties. Yet its online presentation didn’t effectively tell that story. 

The WG Content team helped tackle the project by analyzing the following sections:

  • Family Birthplace  
  • Cancer Care 
  • Heart and Vascular 
  • Orthopaedics  
  • Women’s Health

“WG Content’s curiosity really shined in this project. The team ensured they understood all aspects of the project so they could put their best foot forward with strategy and content.”

stephanie Downing, Manager, digital communications, St. Elizabeth Healthcare

Solution

Fine-tuning the website with improved content, service by service, page by page

The WG Content strategy team analyzed the existing content experience and competitive landscape for each service line. They provided St. Elizabeth with recommendations that will:

  • Drive immediate engagement and patient acquisition 
  • Build longer-term strategic solutions to enhance their overall digital brand  
  • Create competitive opportunities to shine in their market 

“The competitive analysis WG Content provided was beneficial and allowed everyone to be strategic about what we were trying to achieve,” says Jessica Guido, digital communications coordinator II at St. Elizabeth. “Everyone in our organization appreciated the overview and being able to think about how we communicate online differently.” 

For each service line, WG Content customized deliverables by analyzing and making recommendations on:

  • Target audiences and their service-specific needs and preferences, including information on health literacy  
  • Patient journey mapping with recommendations to restructure each section to align with how consumers search for and access care 
  • Getting the most value out of existing content, or strategically investing in resources to develop new assets that address gaps 
  • Guidance on calls-to-action for each page to enhance conversions  
  • Keyword research to optimize existing content and identify areas where new content was needed to meet high interest and answer questions  
  • Metadata optimizations and best practices 
  • Strategies to better align content with business goals   
  • Optimizing the site to meet web content accessibility best practices  

“WG Content provided both the digital team and the service line marketing team with content suggestions, research into website user flows, and content best practices. [They also] shared keywords and topics that we need to focus on,” says Guido. “Together, we fine-tuned the website and improved the content, service by service, page by page.”  


“WG Content provided both the digital team and the service line marketing team with content suggestions, research into website user flows, and content best practices. Together, we fine-tuned the website and improved the content, service by service, page by page.”  

Jessica Guido, digital communications coordinator II at St. Elizabeth

Results

Improving search rankings, increasing traffic and enhancing engagement

The thoughtful approach to service line content strategy and development is paying off. Coupled with investments in digital media, the health system is seeing improved search rankings, increases in branded traffic and increases in new users visiting the site for the first time.

“Since partnering with WG Content on the service line content strategy, we’ve seen stronger engagement by users, lower bounce rates and more conversions, including patient portal clicks and phone calls,” says Guido.

But it’s not just the impressive statistics that made the project a success. It was also an investment in the partnership.

“WG Content’s curiosity really shined in this project,” says Downing. “The team ensured they understood all aspects of the project so they could put their best foot forward with strategy and content. Agencies like WG Content, who truly see themselves as an extension of their client’s team, produce the best work.”

The project isn’t over, as WG Content and St. Elizabeth’s are currently updating additional service lines and content across the website.

Screenshot of St. Elizabeth Family Birthday service line page from the website

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