We’re focused on organic content for organizations in healthcare and have helped these great organizations achieve success through content marketing:

ApexHealth MLMIC MVP Health Care Carrot Health Aspire Health Plan

We understand the legal and CMS requirements that impact healthcare content marketing and work closely with Media Logic’s Healthcare Client Services Team, which has decades of experience as a strategic partner to providers and payers.

Our content team has worked or consulted with consumer health plans (individual and family), Medicare Advantage plans, hospitals, health systems, start-ups, medical malpractice insurance, healthcare analytics companies and more.

Each came to us with unique challenges, and each found the solutions – and results! – they needed in Media Logic’s proven process.

Success in healthcare content marketing

Media Logic develops and implements organic content strategies that help our healthcare content marketing clients:

  • Launch and sustain blogs and social media streams.
  • Build thought-leadership.
  • Connect with their communities, partners, employees, members and customers.
  • Promote products and services.
  • Stand out from competitors.
  • Meet audience needs in a crisis.
  • Engage sales and product teams.
  • Tap SMEs.
  • Establish (or support) brand voice.
  • Demonstrate the brand’s core values.
  • Produce and promote podcasts.
  • Align social media with broader marketing goals and campaigns.

How we help our healthcare clients achieve success.

Accelerate content to meet audience needs in a crisis

An industry-leading medical malpractice insurer wanted to step up in a major way to help its policyholders respond to an evolving, unprecedented crisis. At the start of the COVID-19 pandemic and at the very heart of the earliest major surge (New York), this Media Logic client turned to its well-established content streams to support its primary audience: physicians and other healthcare providers.

Through our collaborative, proven process, we served as an extension of their organization, allowing us to jump into action alongside their internal marketing team and meet their customers’ increased demand for critical information.

  • Responded without delay to significantly accelerate content development, publication and promotion.
  • Shifted the effort from focusing on evergreen risk management recommendations to reporting on developing news and evolving guidance.
  • Expanded existing workflows to tap fresh sources for intelligence and information, including SMEs outside the organization.
  • Repurposed content to support web team updates of FAQs and tickers.

Using the ML ContentHub to collaborate with the client, we published nearly triple the number of blog posts in the first year of the pandemic when compared to the prior 12-month period. In addition, in the first three months of the pandemic, we achieved several results:

  • Increased social publishing by 92% and more than tripled engagement.
  • Achieved net audience growth of more than 70%.
  • Tripled organic pageviews on the blog.

Drive organic traffic and educate audience

One of Media Logic’s Medicare Advantage clients came to our healthcare content marketing team for help educating their target audience and increasing overall website traffic, particularly through organic search. The need for audience education was complex: Medicare Advantage penetration in their market was low, with few eligible consumers understanding the value of Medicare Advantage.

Through our collaborative, proven process, we worked with Medicare Advantage experts on the Media Logic and client teams to create blog posts and social content that built a case for Medicare Advantage over original Medicare and Medicare Supplement plans. Organic content highlighted the benefits of MA plans (cost savings, chronic condition management, maximum out of pocked expenses, supplemental benefits, etc.) and provided information on how and when to enroll.

  • Identified gaps in the target audience’s knowledge about Medicare Advantage.
  • Conducted SEO keyword research.
  • Launched and sustained a blog focused on Medicare Advantage education and wellness.
  • Created an editorial planning calendar to stay on track and prioritize topics geared toward creating market preference for Medicare Advantage plans.

Using the ML ContentHub to collaborate with the client, we achieved several results. In addition to educating prospects and members on the value of Medicare Advantage plans, the blog has fueled overall organic growth and site traffic. Specifically, by the end of 2022

  • Site traffic is projected to increase by 70%.
  • Organic traffic is on track to increase by 234%.
  • Organic blog traffic will account for 73% of all organic traffic, helping to improve the site’s domain authority and overall search engine rankings.

Launch a podcast to demonstrate industry and thought leadership

A health tech start-up wanted to elevate its thought leadership and take advantage of growing interest in audio as a marketing platform. The client hoped to leverage the connections and passions of its CEO and founder to host conversations that could inspire the industry to do more to remove barriers to health for everyone, while also expressing clear use cases for the company’s predictive analytics dashboards.

Through our collaborative, proven process, we defined a strategic role for the new podcast and established a process for its development and promotion.

  • Launched a B2B healthcare podcast with appropriate branding.
  • Assisted with podcast production and editing.
  • Promoted the podcast on key platforms, as well as on the client’s blog and social media streams.
  • Made the case for healthcare analytics both as a force for social good and as a critical tool for product development and marketing.

Using the ML ContentHub to collaborate with the client, we achieved several results:

  • Ranking in the top 50% of podcasts within seven days of the first episode.
  • Achieving nearly 700 downloads within months of the podcast launch.

Use thought leadership to elevate market position

A healthcare start-up needed to work quickly to build a reputation with its B2B audience and gain market share. It turned to Media Logic’s healthcare content marketing team to express and promote its thought leadership through a blog and social streams. These channels became even more critical – and were easily ramped up – when COVID-19 paused industry conferences and other in-person speaking engagements.

Through our collaborative, proven process, we developed an organic content strategy that helped the client accelerate its success in the industry initially and refine its position as customer and prospect needs became more urgent during the COVID-19 pandemic.

  • Created and sustained a blog as a powerful platform for thought leadership from the client’s SMEs, including its CEO/founder.
  • Amplified blog content and other industry thought leadership via Twitter and LinkedIn.
  • Monitored and acted on trending topics at the intersection of healthcare and SDoH to add timeliness and relevance to blog and social content.
  • Modified the effort to respond to the client’s changing needs during the COVID-19 crisis.

Using the ML ContentHub to collaborate with the client, we achieved several results, which, according client feedback helped it “punch above its weight” in the years they worked with us. In fact, in one critical reporting period during the pandemic (Q3 2020), we:

  • Improved web sessions 124% and pageviews 35% (YoY).
    Boosted organic traffic by 86% (YoY), accounting for 48% of all traffic.
  • Achieved a jump of over 400% and 200% in organic sessions to the blog and blog pageviews, respectively.
  • Increased web traffic from social substantially (+386%), making it the third largest source of traffic.

Differentiate a payer from its competitors and strengthen community ties

A regional health plan turned to Media Logic’s healthcare content marketing team because it wanted its social media channels to work harder – including setting it apart from its competitors in a highly competitive market. It hoped to use content on its social platforms to express a unique voice, build community, increase engagement and advance its business goals.

Through our collaborative, proven process, we developed and executed a strategy that leveraged the strengths of various social platforms to showcase the brand values and personality, including the passion of its employees for service.

  • Personalized as much content as possible using unique stories, photos and POVs from employees, members and community partners.
  • Tapped internal communication channels to engage internal stakeholders and surface topics and angles for social content.
  • Treated social platforms – including Facebook, LinkedIn, Twitter and Instagram – as distinct channels with separate but complementary goals.

Using the ML ContentHub to collaborate with the client, we achieved several results with the personal storytelling approach, including:

  • Boosted total impressions 178% and engagement by 10X, compared with posts lacking a client-specific story/angle.
  • Beat the benchmarks for engagement, including on Facebook where the client saw rates as high as 12.5% (versus the industry standard of 0.25%).