How Henry Ford Boosted Visibility + Trust in Pediatric Care With Content Marketing
Henry Ford Health, formerly Henry Ford Health System, was evolving its name and image. Their aim was to boost trust and visibility in metro Detroit — and their position as a pediatric care leader. With powerful content and SEO-focused promotion, in a year, it reached an audience of 333,000+ parents.
Evolving a New Brand + Reaching New Patients
Nearly 107 years after it was founded in 1915, Henry Ford Health took on the big task of removing “System” from its name. Facing competition from other local hospital networks, this nonprofit organization also wanted to connect more deeply with local parents, building up its reputation and recognizability as a regional leader in health care for kids.
Strategically Sharing Value-Rich, Trustworthy Advice
Henry Ford Health has an array of pediatric experts. We harnessed this knowledge in 18 blogs focused on infant, toddler, child and teen health — all gathered into an SEO-optimized pillar page on a highly aligned regional parenting website. The campaign featured its new logo prominently and was promoted with social media, email, SEM and digital and print ads.
Sizeable Growth in Brand Awareness + Content Reach
Henry Ford Health’s content marketing netted over 2 million local impressions from a local parenting audience in a year, with over half from blog ads. The campaign earned nearly 125,000 views as readers spent 4,400+ hours reading and seeing the new name and logo. More than 85% of traffic came from Google Search, while emails achieved 104,600+ content views.
Create Your Own Branding Success in 3 Simple Steps
Relaunching your brand and elevating your expertise takes a direct message and quality content. Here are the three primary steps to get there.
Talk With Your Marketing Expert
Share your new branding direction, business goals, target audience and the expertise you want to highlight. Have a clear focus.
Craft Your Message + Pinpoint Experts
Our team develops a strategy to deliver your rebrand message. We work with you to interview experts for powerful content marketing.
Get Results + Grow Your Brand
See your campaign’s performance with regular tracking and tweaking, as needed. Watch your reach, visibility and success grow.