CLIENT RELATION: Since 2014
PROJECT DURATION: On going
KEY SKILLS: Strategy, Business Intelligence and Analytics, Editorial, Design, Programming, Project Management, Print Production, Video, Social Media Management
We have a fully integrated content strategy that consists of a health content hub, a Facebook page, a magazine, a bi-monthly newsletter and a Corporate TV. The kick off was the creation of the health content hub Rota da Saúde that sits on the main Lusíadas website.
To boost brand awareness and favorability in a different way from competitors in both offline and online media (magazine, website, newsletter, Corporate TV).
In terms of online: having in mind that the number of people turning to Internet to search for health-related subjects is growing - 80% of people search online for health issues - we have developed a strategy were Lusíadas could make a difference: reach potential leads when they aren’t yet looking for a health provider.
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A content plan that targeted consumers from their first point of concern – when they search online with a health question. That lead to the implementation of ‘Rota da Saúde’, a health content hub where content is user friendly by look and the tone is simple and straightforward. Rota da Saúde addresses people’s doubts – ‘skin cancer: the different types´ – and also taboo subjects like condom use (‘the 9 myths’). Almost all texts are verified by Lusíadas’ medical staff, ensuring credibility.
How we did it? Using data intelligence to refine and adjust content and marketing strategy to match consumer needs and maximizing organic SEO, allied to social media, to boost ROI.
Healthcare content ‘Rota da Saúde’ is now a main traffic source for lusiadas.pt.
what & why
Lusíadas magazine was launched in 2014. In the beginning, it was a biannual magazine and in 2017 Lusíadas turned into a triannual magazine. Lusíadas is distributed in all Lusíadas’ waiting rooms. The objective being to create proximity with the readers, to build brand awareness and engagement and strengthening the brand’s credibility - Lusíadas’ medical staff contributes and validates the content. In 2015, Lusíadas Magazine won in the category of ‘Best Healthcare/Medical Publication’ at Content Marketing Awards, which is the biggest competition for content marketing and is often described as the ‘world cup of content marketing’.
Lusíadas Corporate TV
WHAT & WHY
In 2016 Lusíadas Corporate TV was added to the project. All Lusíadas Hospitals and Clinics have TV screens in the waiting rooms. It was an opportunity to build brand awareness and engagement. The result is a continuous broadcast of a mix of videos produced by us and written content already used in Rota da Saúde. The main objective is to create proximity with the readers and strengthening the brand’s credibility – Lusíadas’ medical staff contributes and validates the content.
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