The purpose of the HealthBeat blog was to raise awareness of UPMC on a national level and to position our system and experts as leaders in their fields. To do so we focused on increasing traffic to the articles through social media, SEO, and paid media.
SEO and social media gave us insight into what the consumers are looking for and how they react to content, while paid media allowed us to boost engaging content to gain even more traction.
Using these tactics we successfully grew the HealthBeat blog from about 1k/month when it launched February 2014 to over 250k in November 2015. 68% of traffic was organic and 10+ articles were ranking position 7 or higher.
December 1, 2015