Healthcare Content Strategy & Distribution
Anne Arundel Medical Center (AAMC) is a regional health system headquartered in Annapolis, Maryland, that serves an area of more than one million people. For years, AAMC’s marketing communications program consisted of canned content distributed through disparate means.
In early 2015, AAMC partnered with GLC to create a comprehensive content strategy for all communications initiatives. This strategy included looking at the entire marketing efforts of AAMC along with Living Healthier Together, a consumer magazine, and InPractice, a provider publication. In addition, GLC and AAMC worked together to enhance the hospital’s blog, including design, content, and functionality. Other aspects of the content plan include consumer and provider e-newsletters, marketing automation, a new movers program, service line outcome brochures, and provider communication plans. Since the successful launch of Living Healthier Together, AAMC has continued to tap into GLC’s digital expertise for several additional website projects. In 2016, GLC developed and launched a website for AAMC’s new Plastic Surgery practice, complete with information about procedures including videos, location details and information about its surgeons. Based on that site’s success, a year later, AAMC tasked GLC with creation of a brand-new website for its Physical Therapy group. To close out 2017, GLC developed an Orthopedics microsite to serve as a destination for traffic coming from a large advertising campaign.
“We turned to GLC to develop our master content engagement strategy and to revamp our magazines and blog platforms. This multi-pronged process included stakeholder interviews, a complete content audit, distribution audit, solutions recommendations, and a 12-month content plan. The results have been outstanding.”