ColumbiaDoctors of the Hudson Valley, with offices in Suffern and Monroe, needed a user-friendly website that would appeal to both seniors, the practice’s primary patient load, with a younger demographic, an area in which they hoped to grow.
In collaboration with DesignWorks NY, CoCommunications and MarketingWorks NY we provided a cross-discipline approach that addressed the variety of needs on this project. Westchester Marketing Cafe LLC was tasked with creating a website that would function as the foundation of ongoing integrated marketing and PR efforts and grow as the practice grew.
The site also needed to leverage best practices for social media engagement and well as email marketing.
Westchester Marketing Cafe LLC was engaged for website development. The project included;
- Website development & site architecture
- Content management system (WordPress)
- Customized theme & templates
- Integrated blog
- Social media strategy & policy guidelines
- Email strategy & RSS automation
- Google analytics for tracking site visitors
- SEO plugin to optimize search engine results
Using WordPress as a content management system allowed us to set up multiple user accounts with permissions set as appropriate. This allowed for maximum flexibility in keeping the site up-to-date with the latest news and articles.
RSS email automation insured that subscribers were getting these missives with minimum effort. Subscribers select just the news they want to receive to increase engagement and minimize “overexposure.”
Branded social channels took the engagement to where the audience was already gathering, and driving traffic back to the website.
The practice has grown and the site has steadily grown with it with 84% growth from July 2013 to July 2014. We continue to provide guidance with analytics and tracking success of integrated campaigns.