Heart South Cardiovascular Group’s board-certified cardiologists are skilled in the diagnosis and treatment of all cardiovascular conditions. In addition to treating heart disease, our cardiologists also treat other conditions such as venous insufficiency, or vein disease, peripheral vascular disease (blockages in arteries of the legs and other parts of the body), chronic thrombosis, and May-Thurner syndrome. At Heart South Cardiovascular Group, we do not just diagnose the problem—we treat the cause with care and advanced technology to provide our patients with the best clinical results.
DISCOVERY
We were introduced to a regional healthcare client that needed support across multiple projects. The healthcare provider specialized in cardiology with a dense bench of esteemed and well-known doctors. Over the last few years, the office has grown from just a few doctors to 13 practitioners based in one office but supporting patients over multiple states. With a territory this large, the office was having issues retaining and growing their patient numbers.
RESEARCH
Our comprehensive research began with a meticulous website audit, competitive analysis, and a deep dive into keyword research. Understanding the importance of accurate keyword targeting, we harnessed tools like Google Keyword Planner to pinpoint phrases resonating with the audience. The keyword insights formed the bedrock of our content optimization strategy.
We recognized the vitality of user experience and content relatability. Heavy medical jargon on some pages led us to recommend a transformation toward more conversational medical explanations, fostering user-friendly interactions. Utilizing Google Analytics, we scrutinized metrics like traffic sources, time on page, and conversion rates, identifying patterns and insights unique to HeartSouth’s web persona.
Our audit extended to metadata, image elements, and content, wherein we seamlessly integrated keywords derived from research. Pages were meticulously rewritten, focusing on conversational content and compelling calls to action, directing visitors to engage through onsite forms and contact details. The integration of visuals, including videos and headshots, further elevated engagement.
DELIVERABLES
Throughout our six-month collaboration with HeartSouth Cardiovascular Group, we meticulously crafted an array of deliverables, each tailored to empower their growth, enhance patient engagement, and amplify their market presence. Our comprehensive approach spanned multiple facets, all contributing to a holistic strategy that aligned with HeartSouth’s goals and aspirations.
1. Keyword List: Strategic Language for Discoverability Our keyword research culminated in a refined list of strategically selected keywords. These keywords acted as the foundation for optimizing content across the website and various marketing channels. The list encompassed a spectrum of topics, empowering HeartSouth to address patient queries, promote services, and establish thought leadership.
2. Search Volume Data: Illuminating Priorities We furnished comprehensive search volume data, shedding light on the popularity of selected keywords. This data allowed HeartSouth to strategically prioritize content creation, focusing on terms that resonated most with their target audience.
3. Keyword Difficulty Analysis: Guiding Content Direction Our evaluation of keyword difficulty provided HeartSouth with a clear roadmap for content targeting. By identifying keywords with manageable competition levels, we helped them develop content that had the potential to rank prominently in search engine results.
4. Long-tail Keywords: Niche Content Opportunities Unearthing long-tail keywords presented HeartSouth with niche content opportunities. These keywords enabled them to address specific patient queries and provide tailored solutions, enhancing their authority and attracting relevant traffic.
5. Competitor Analysis: Leveraging Differentiation Our comprehensive analysis of competitor strategies illuminated paths for differentiation. By understanding what their peers were targeting, HeartSouth gained insights into unexplored opportunities and avenues to stand out.
6. Increasing New Patient Conversions: A Seamless Patient Journey We collaborated to restructure content and forms for optimal user experience. By enhancing the patient journey through well-designed forms and compelling calls to action, we aimed to increase new patient acquisitions.
7. Buyer Persona Expansion: Targeting Precision Developing comprehensive patient profiles empowered HeartSouth to refine their targeting. By deeply understanding their audience’s needs, preferences, and pain points, they were able to tailor content and services to cater precisely to their patient base.
8. Social Media Management: Strategic Engagement Our customized posting calendar for Facebook, Instagram, and LinkedIn was designed to resonate with each platform’s unique audience. HeartSouth’s social media presence was strategically orchestrated to foster brand awareness, engagement, and connection.
9. SEO Content Creation: Elevating Visibility We embarked on a content transformation journey, rewriting pages to integrate carefully selected keywords. The content was reimagined with a conversational tone, fostering engagement while adhering to SEO best practices.
10. Visual Creative Progression: Engaging Imagery and Branding Our collaboration with doctors and staff produced captivating videos and photography. These assets not only humanized the brand but also provided insights into the heart of the practice. The imagery breathed life into the brand’s online representation.
11. Enhanced Logo Design: Reflecting Evolution The updated thematic logo captured HeartSouth’s evolution and growth, symbolizing their commitment to advancing patient care and medical excellence.
In crafting these deliverables, we leveraged our expertise to create a comprehensive growth strategy that encapsulated HeartSouth Cardiovascular Group’s unique identity, goals, and vision. Our work aimed to drive real impact – not only in patient acquisition but in building meaningful connections with patients and elevating HeartSouth’s standing in the competitive healthcare landscape.