Through strategic physician marketing, C/A helped NYU Langone Health showcase its reputation as one of the nation’s best and safest hospitals.
CHALLENGE
Looking to raise the organization’s reputational awareness while shifting previous print-focused physician outreach efforts to a digital-first approach, NYU Langone Health partnered with C/A to develop a strategic physician communications plan. This content plan specifically targeted regional referring physicians, peer institutions and physicians across the country who vote in the U.S. News & World Report ranking process.
SOLUTION
C/A spearheaded the strategy, design and development of Physician Focus, a content hub dedicated to engaging physicians at peer institutions across the country year-round. The site houses specialty content, continuing medical education (CME) opportunities and invitations to refer patients to NYU Langone. Housed on the user-friendly WordPress platform, the site gives the NYU Langone team editorial control and design flexibility.
RESULTS
- The year Physician Focus launched, NYU Langone climbed the U.S. News & World Report rankings, becoming the No. 3 hospital in the U.S. and the No. 1 hospital in the New York area.
- In the 2023 U.S. News & World Report rankings, NYU Langone garnered top-10 rankings for 10 of its adult specialties.
- The average time on site for 2023 YTD is 5:41 minutes, underscoring the power of great content.
Visually Driven Specialty Content
Understanding that physicians’ interests center on their areas of medical specialty, C/A organized the site as 16 distinct specialty homepages. These pages showcase all the most recent practice-changing insights from NYU Langone experts, including visually driven complex cases and infographics.
Building & Automating an Owned Email Audience
Email is an important distribution channel for Physician Focus. With the goal of building an owned email list, C/A created a preference center on the site that allows physicians to customize email topics so they receive specialty-specific email newsletters. C/A also partnered with NYU Langone to design automated emails for Salesforce Marketing Cloud that dynamically pull in marquee content from the website to keep physicians informed of the latest complex cases and innovations in their specialty.
Distribution Assets & Targeting
Knowing we need to meet physicians where they’re already scrolling, C/A creates a library of ad assets that are deployed across Google Display, X (formerly Twitter) and Instagram. These ads, which highlight complex cases and thought leadership, drive back to specific content pieces. C/A also serves as an advisor on NYU Langone’s digital media outreach for the physician audience, providing targeting and lookalike audiences to ensure we’re focusing on the most qualified users.
