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Doctor's Appointment
Doctor's Visit

Newsletter Strategy & Overhaul

As the PO (Project Owner) of many of our newsletter sends, this is an opportunity to share high-level insight into strategy, direction, and outcome. The newsletter's purpose was (and still is) to drive the brand forward and boost engagement through sharing relevant and valuable information within our network. Allowing us to share and engage with our audience, promote accessibility/community, and drive traffic to our website and revenue to our organization's services.

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Roadmap of Segmentation Strategy

Learning Our Audience

  • What is the size of our audience, and the size of our segments?

  • What should we do with the info we find?

  • How do we determine which segments are large enough to target?

Embarking on a journey to create new, tailored experiences to our markets required us to ask new questions and challenge our current strategies to build a different platform, improve the content curation, and verify success metrics. 

Content Analysis

  • What content is driving click through rate (short term), time spent on site (short term), and appointment rate (long term)?

  • What ads are driving revenue and how much?

  • How will we develop more content that  drives KPIs?

  • Will testing and optimization involve more effort  than subject lines line and CTA modification?

Engagement

  • How are the segments engaging with the newsletter and banner ads? 

  • What groups are opening the email, and how frequently? 

  • What's the CTR?

  • What will we do with the info gained from the engagement analysis?

HyperCare/ Validation

How do we mesure and sustain strategy and success?

  • Dynamic Social Integration (latest Twitter or Instagram post)

  • Send Time Optimization

  • Mobile App activation

  • Quizzes/Polls

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The Markets

Committed to delivering and serving the best care, the newsletter is segmented, optimized, and customized to various groups in market - from region, to age, and health needs. 

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Human-Centered

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We were leveraging content that is Health & Healing Inspired, encourages  Community Engagement and focuses on our People & Culture - the value of the content needed to be abundant and help our readers achieve healthier and happier lives.

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We were also:

  • Connecting with and nurturing our engaged audiences

  • Driving  loyalty through two way conversations with community partners and advocates.

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Content Blocks & Planning with focus on User experience, UX and UI

We understood the power of effective interaction between the user and the virtual newsletter through contrasting visuals, clean design and responsiveness.

Project Deployment & Real-Time Data

Employing project management software we were able to:

  • Increase productivity, visualization, and transparency.

  • Have real-time progress updates and status checks 

  • Increase collaboration 

  • Filter out excess steps and fill in necessary gaps within the process. 

  • Accessibility to files and provide instant feedback

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The  the data feedback from launches were a critical component to measuring KPIs,  optimization and other success indicators.

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20+

integrated brand campaigns across service lines, media, and events

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 Newsletter  generated 800+ appointments and over 1,000 impressions

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