Northwell Health diagnosed a multi-symptom problem in 2017.
“We are going through a crisis of confidence. Julie Shapiro of Northwell Health, New York's largest healthcare provider, said: "Amid misinformation and manipulative messages, expertise has never been more needed, especially in particular. is in the field of medicine and health”. Sound familiar? As it turns out, Northwell's prescription for the crisis of trust positioned it well to tackle the global health crisis that ensued a few years later.
The Well by Northwell Health launched 2017 as a digital publication with a mission to provide expert guidance and empathy into moments of truth in people's lives through a series of documentary videos, Advice columns, first-person essays and magazine-style reporting features.
“Our audience was very disappointed with the health information they found. Publishers are monetizing anxiety and other health systems are trying to eliminate it through cold, dispassionately distributed, clinical information,” like The Well and its agency partners. Revmade manager explained in their Content Marketing Award (CMA) submission.
From the start, the publication's content performed well and won awards (including a 2019 Content Marketing Award for Best Content Strategy).
Then there is the pandemic. Traffic explodes while quality remains high.
The site won the 2021 CMA for Best Content Strategy and Best Overall Editing – Digital and won the nod to the final for Best Content Marketing Program and Best Content Marketing Program in Healthcare. For her work as editor-in-chief, Julie earned a finalist for the 2021 B2C Content Marketer of the Year.
Trusted content that benefits readers and brands
In January 2020, the Well Team developed its first content on the novel coronavirus (they haven't called it COVID-19 yet) and published it in February. In March, the impact on the United States.
“Our page views are exploding because people are just starting to hear about this novel virus and are in dire need of information,” said Julie
Interactions on The Well have grown to 3.6 million this year, tripling the year before. As Julie explains (and most of us remember), people feel fear and struggle to find information they can trust. Many people find it difficult to believe or understand the evolving advice.
“We took the opportunity to find out specifically what people need to know and what they are looking for? And then we gave them it,” Julie said.
Focusing on readers' interests has helped the publication get more results from a smaller investment. “We reduced our budget every year,” says Julie, “but we’re increasing our engagement because we figured out what people wanted.”
You read that right – as The Well does better, its budget is smaller. “There is a reason for that (budget reduction). “We really rely on data in everything we create now,” says Julie.
This year, The Well hopes to earn more organic traffic than paid. “We improved the process so much that we could count on it and we didn't need that much money,” she explains.
As data-driven #content performs better, @NorthwellHealth can spend #JulieShapiro via @AnnGynn @CMIContent said: less on paid ads and still see a spike in engagement. #CMWorld Click to Tweet
Data-driven content development process
Julia shares The Well's process developed for a data-driven approach. It starts with an idea template that anyone at Northwell can submit. Request form:
- What is the idea? What do you want to do?
- Who is the audience?
- How will people find the content?
The Good Team reviews submitted papers idea in its monthly editorial planning meeting with its Revmade consultants. The Revmade team collects submitted ideas, adds their own, and does relevant search research. They presented their findings in a pitch memo.
Each idea receives a slide that includes the following information:
- Detailed ideas and ideas
- Search volume for targeted keywords
- Prediction of search engine ranking
- Recommended writer
- Expert recommendations on the topic
Julie and managing editor Meghan Holmgren then review pitch memos, refine them, and assign content.
From there, the process goes like this:
- Meghan worked with writers and interviewees and got everything approved by subject matter experts.
- Julie reviews the final product.
- Creative team handling Picture .
- The development team builds the pages.
- The quality assurance team makes sure everything works properly.
- After last reviewed by proofreader live streaming content.
“We used to have a very large dedicated team, and it's gone. Now those people are dedicated to other things,” Julie explained. Now, she and Megan are the only full-time employees dedicated to The Well, and they join other internal groups for support. If they don't have the ability to write a work, they will sign a contract with freelance writer .
“There is always an ongoing discussion about how much content we can create. It doesn't just depend on how much money, but how many people we can have to make it happen. It literally takes up a village,” Julie said.
The amount of #content The Well can generate depends on how much money and how many people are willing to make it happen, #JulieShapiro said via @AnnGynn @CMIContent. #CMWorld Click to Tweet
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Handling exceptions and breaking news
It all sounds well organized and strategic. But health content isn't always planned out months in advance. Sometimes the process doesn't work out because certain stories can't wait for monthly editorial meetings or in-depth research.
When " hot news “disrupting the standard Julie said, managing editors will take the lead on content development.
For example, when the FDA approved COVID-19 booster vaccinations and immunizations for children ages five to 11, the editorial board immediately contacted internal writers. If in-house writers aren't around to handle breaking news, she relies on a core group of freelancers who can pivot quickly.
“Every other team that this project Touches with knows that this is a priority and everyone is working on it quickly,” says Julia. “We weren't built to [be a news organization]but we do the best we can.”
Great results
As detailed in their CMA nomination, The Well's mission is clear: “To be a trusted partner; Be with them during life-changing diagnoses, correct misinformation, and most recently, guide them through a pandemic that changed everything overnight.
“We answer questions and address concerns with expert opinion and advice, through empathetic stories, and by offering a 'I Feel See' editorial. To put it more simply: We tell the truth about health and say it well. ”
How good is The Well at accomplishing that Mission? The team details three measurement areas that measure both audience and business impact:
- Brand trust: Through back-and-forth benchmarking studies, they sought to increase trust in Northwell's brand and professionals.
- Audience engagement: Relationships with their target communities are assessed based on how their audience has spent time online (e.g. search, social media, publications).
- Enterprise introduction: Clicks to the main website, Northwell.edu, serve as a yardstick for moving from awareness to activation.
The results show that the Well acts as an effective treatment for Trust building in the North good health care system:
- New Yorkers' ability to seek care in Northwell increased to 44 – a point profit after interacting with The Well's content. The same study also showed that Northwell's trustworthiness in the community had increased significantly.
- The coverage of The Well's content has skyrocketed in brand awareness, reaching audiences on Today.com, ABC 7, Apple News, and even multiple times in the top spots on Reddit's coronavirus subreddit.
- The Well surpassed 2 million sessions in a year for the first time and nearly doubled its rate of new subscribers.
- Content Well generates 20 % more direct referrals compared to the previous year.
- Referrals from The Well to Northwell.edu are more cost effective than other marketing when measured by website engagement and appointments generated.
- I set a dia-chi spend efficiency record, achieving a cost-per-click landing page of 21 cents, five times better than the published benchmark.
@NorthwellHealth's #ContentMarketing website, The Well, works as an effective treatment, Ann Gynn said via @CMIContent to build trust in her healthcare. #CMWorld Click to Tweet
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Searching for data-driven and data-driven content
No universal cure exists for health-related misinformation and distrust of healthcare professionals. Still, The Well has gone a long way in redressing symptoms for their New York communities with a blend of fact-based and empathetic content.
The data enables the team behind The Understand and deliver the content their audience wants and needs. That content inspires confidence in Northwell Health's expertise. And its success means the organization can spend less while receiving more.
That sounds like an ideal prescription for all content marketers.
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Cover photo by Joseph Kalinowski / Content Marketing Institute
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