Integrated Content Marketing Hub Connects and Engages
Content Marketing
Silver Cross Hospital is a rarity in the competitive Chicago healthcare market: they are an independent hospital, and they’ve remained that way for the past 126 years. While they are generally considered a community hospital, they compete at a much higher level since they partner with leading Chicago academic institutions for neurology, cancer, pediatrics and rehabilitation.
Silver Cross saw the potential of delivering timely content to high-value community members, and in 2012 started IMatter, a site for women who joined the hospital’s loyalty program. When Silver Cross began working with Geonetric in 2019 on a website redesign, the team decided to integrate IMatter into the overarching content strategy and rebrand it as the Stay Well content hub.
Silver Cross Hospital at a Glance
300
Employees
348
Hospital Beds
900
Physicians
11
Top Hospital Recognitions
252,685
Annual Outpatient Registrations
Goals
Goal #1
Give Stay Well a prominent home on the main website.
Goal #2
Increase patient engagement and retention.
Goal #3
Improve brand awareness and population health initiatives.
The Work
The new content marketing hub is known as Stay Well and features a custom design with a large hero image. To improve user experience, Stay Well has filtering to allow users to search by topic or service. Silver Cross’ custom design includes a modern card layout to highlight a featured article and display other content.
Stay Well’s integration into the main site has the bonus of displaying related articles on services pages and connected to provider profiles. In addition, Silver Cross’ marketing team can easily share any article on social media.
Soon after launching, the COVID-19 pandemic hit, and sharing educational content about safety measures also became a top priority for the organization and the new content marketing hub.
Silver Cross was able to bring timely content over from the former blog to the new content marketing hub. The team adds new stories and videos on topics like upcoming health observances and key service lines. The Silver Cross team incorporates a mix of authors on the hub, including doctors who need promotion, internal writers, freelancers, and patients.
The Results
Within its first eight months of launch, Silver Cross Hospital’s Stay Well blog provided a:
Integrating our content marketing hub into our main website using VitalSite has helped the Silver Cross Hospital team distribute and leverage the content we create in invaluable ways. We’re able to tie our content to the digital patient journey and nurture our community with wellness content.
Debra Robbins, Director of Marketing & Communications, Silver Cross Hospital
