Overview

Women’s Healthcare Associates (WHA) is a healthcare provider in the Portland, Ore. area that specializes in women’s healthcare at every life stage—from puberty to menopause. Known for its more progressive approach to care and dedication to providing access to information so those who identify as women feel empowered in their choices, WHA sought to overhaul its robust blog to update brand content for age, relevancy, usefulness, and search.

In a three-part project, we worked together to audit the company’s extensive article library, develop a content strategy, and refresh/rewrite content for WHA’s patient needs today.

Goals

• Create a blog strategy for WHA: audit and organize all existing 140 blog posts and develop new content categories.

• Attract people seeking care: create content that supports WHA’s key paths to care—gynecology, wellness, pregnancy—and provides the information people are looking for while building confidence that WHA can help them.

• Demonstrate WHA’s position and approach: highlight WHA’s brand values of knowledge and care through topics that educate patients and share providers’ unique POVs and experience.

• Drive website page views from blog visits: write helpful content that inspires curiosity and confidence in WHA’s practice.

• Increase visibility in search engines: create content about popular topics and search terms.

Results

WHA’s new blog strategy greatly condensed existing content into three primary content categories to reflect the brand’s key paths to care: gynecology, wellness, and pregnancy. With this, we overhauled a massive collection of 12+ year-old content to prioritize the most pressing needs of WHA’s audience today, especially during such a pivotal time in women’s healthcare.

Articles that required updates now include the latest medical research and culturally competent perspectives, updated formatting for easier online readability, and top search terms to boost content relevancy and encourage confidence in new and prospective patients.

New ghostwritten articles leverage provider interviews (and personalities) to capture updated insights on key topics and give each person a platform to demonstrate their approach to care. This reinforces WHA’s reputation while introducing these personalities to patients.

As a whole, WHA’s blog content strategy and new brand content help to distinguish both the brand’s approach to care and its providers’ expertise from competitors. These articles educate, empower, and attract/retain patients, at the same time providing useful information for any person seeking more information about women’s healthcare topics.

This comprehensive blog refresh also sets up WHA for continued content development that’s brand-aligned, purposeful, current, and search-friendly.

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“I’ve worked with Allyson in agency and freelance roles, and she always makes it look easy. Along with competitive and consumer analyses, she recommended a multi-pronged content strategy that takes advantage of consumer trends, competitive opportunities, and SEO best practices and plays to our strengths. Best of all, she mapped it out with easy-to-use trackers and collaboration tools so that moving forward was just a matter of putting one step in front of the other.” - Jennifer Norberg, Marketing Director @ WHA