In the dynamic field of healthcare, a robust content marketing strategy is crucial. To understand what makes a healthcare organization's content successful, we compare two healthcare providers — Mayo Clinic and Stanford Health Care — to uncover what drives their online presence.
Our analysis starts with a vital question: Why does Mayo Clinic rank so well in search engine results? Is it just because of their specialties and patient focus, or is there something else going on? To answer this we undertook a comparative analysis of one specialty practice area.
We chose one heart condition that is perennially a popular search term (est. 165K searches per month): AFib, or atrial fibrillation. Mayo Clinic is one of the top results. We then decided to compare it to a university-affiliated cardiac care practice that did not rank in the top 50: Stanford Healthcare.
We wanted to understand why one site, Mayo Clinic, did so much better than the other despite both being reputable organizations. In the case of Mayo, they get about 25K visits from just the search term "afib."
One thing we see many healthcare organizations using in their content are accolades they have received. Recognition is understandably a source of pride, but relying solely on recognition in your communications is not a content marketing strategy that will yield the results you want: visitors to your website.
We undertook a content analysis of both sites across six criteria: target audience, accessibility of content, mobile compatibility, use of keywords, breadth of information, and author information.
| Criteria | Mayo Clinic | Stanford Health Care |
|---|---|---|
| Target Audience | General audience seeking comprehensive medical information | Individuals looking for detailed medical info and patient services |
| Accessibility | Clear, easy to understand, well-organized | Clear, accessible content with focus on medical details |
| Mobile Compatibility | Reader View available | Reader View not available |
| Use of Keywords | Effective integration of afib-related keywords throughout | Relevant keywords used, with focus on medical and service aspects |
| Breadth of Information | Comprehensive overview including symptoms, causes, and lifestyle management | Detailed focus on treatment options and services at Stanford |
| Authored | Content is authored and dated | Content is not authored or dated |
Mayo Clinic provides a broader, more comprehensive overview of atrial fibrillation. Mayo covers a range of topics from symptoms to lifestyle remedies, making it a versatile resource for a general audience seeking detailed understanding.
In healthcare content marketing, aligning your strategy with your goals is crucial. For drawing the maximum number of visitors, offering accessible, wide-ranging information is key, as demonstrated by Mayo's strategy. This approach not only attracts a diverse audience but also enhances brand recognition and market share.