Vitalacy helps to prevent the transmission of infections by measuring and reporting on the state of hand hygiene compliance within the healthcare industry. Through its SaaS-based wearable device, Vitalacy tracks, records and manages data on hand hygiene.
Challenge
In an industry where businesses thrive on credibility, Vitalacy recognized the need for a robust content offering that would educate its target audience on the importance of hand hygiene as well as the benefits of a complex platform to help support that effort. With concepts in mind, Vitalacy came to Hawke to produce content and grow its audience.
Approach
- Identified key customer personae
- Carefully selected expert content contributors
- Produced combination of branded and non-branded content
- Cleaned up email list
- Changed CRM and ESP platforms
- Developed email templates to share content developed
CONTENT
After understanding Vitalacy’s business goals, the need to improve its organic search ranking was clear. Using both insights and analytics to identify its target audience, our content strategists tapped into our network of expert contributors, crafted a carefully selected community of creators, and got to work. Our creators produced a combination of branded and unbranded articles that demonstrated Vitalacy’s technology and established the brand as a thought leader in the healthcare space, while tackling important industry-related developments and educating its audience on the importance of all things hand hygiene.
Not only did content created by Hawke earn Vitalacy its first-ever inbound lead, but it also moved the client into the top ten of search result placements for many non-branded, highly-relevant keywords. Organic search traffic has increased 77% in five months, with new website visitors up 80% and sessions improving upwards of 65%.
Meanwhile, after cleaning up Vitalacy’s email list, moving them to Hubspot for CRM, and switching its ESP to Mailchimp, our email marketing team developed a variety of complementary templates to facilitate the syndication of content we produced.
Results
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Organic Traffic
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Visitors
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Sessions
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