DUNLAVEY SOLUTIONS
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How A Growing Health System’s Rebrand Brought Many Rewards
TRINITY HEALTH AND DUNLAVEY SOLUTIONS PARTNER TO CREATE A UNIFIED BRAND, AND GET A SURPRISE AS WELL
When Trinity Health added eight hospitals to its nationally recognized health system in early 2022, the cheering in the marketing department didn't last very long. That’s because they were tasked with undertaking a huge and time-sensitive project— overhauling most of the digital assets for each of the new hospitals.
As a national leader in healthcare, Trinity Health needed to rebrand its digital assets to be consistent with the exceptional reputation its hospital and clinics are known for.
The task was to update each of the newly acquired hospital’s web pages with Trinity Health’s messaging in order to increase customer engagement. They had some writers, but they knew they were going to need outside help.
That’s when they approached Dunlavey Solutions. After listening to their situation, it was clear that they could use both a content strategy and project management in addition to SEO and content writing. We began to dig into the situation a little deeper.
Good news, big workload...
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The painful reality...
The problem was Trinity Health didn’t have the internal resources to tackle a project of this scope. Additionally, Trinity Health was also looking for copywriting support with a variety of service line marketing assets. These projects included patient- and physician-facing channels, meaning Trinity Health needed a partner well-versed in healthcare that could write for varied audiences and topics.
The digital transformation required writing or editing content for hundreds of web pages to adjust them to Trinity Health’s branding guidelines. Along with changing the website content, the metadata for each page needed to be updated at well. They needed a healthcare writer to cut down on the research time needed for each article to quickly build quality content.
Trinity Health is local to Dunlavey Solutions in Ann Arbor, Michigan and we were determined to help them exceed their goals for the success of our community.
Together, Dunlavey Solutions and Trinity Health created a range of website and marketing content with surprising results. Much of the planning involved setting up the content management workflows to make it easy for them to maintain their desired pace of blog production after we were done working together. In order to ensure brand consistency, a brand style guide was created and distributed to the writing team.
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Create workflows to streamline content creation and the editorial process
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Create new branding guidelines to ensure consistency for the entire hospital system
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Implement a search engine-optimized blog template for efficiency, uniformity, and organization
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Perform keyword research for different service lines and physician bios
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Streamline the provider bio process by customizing surveys based on whether the clinician was a patient-facing physician, a researcher, or both.
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Increase Trinity Health’s standing with U.S. News & World Report’s with reputational content for additional specialities
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Integrate the content of the newly acquired hospitals Trinity Health's branded messaging
We broke down the pieces of the puzzle and created a clear strategy...
And methodically conquered the tasks...
Working with Dunlavey Solutions, Trinity Health successfully assimilated its acquired hospitals into its branded family. It’s reputational content on U.S. News & World Report was updated with an additional ten specialties with plans to continue collaborating with Dunlavey Solutions to keep those pages updated as well as add more website content.
Although the goal of this work was brand cohesiveness, Trinity Health has seen unexpected and surprising results.
60%
Increase in
Engagements
33%
Increase in Time
Spent on Page
20%
Increase in Traffic
to Sites with
Updated Metadata
50+
Webpages and
Metadata Updates
75+
Health Related
Articles
10
Service Line Specific Physician Email Newsletters
8
Annual Accomplishment Reports for New Hospitals
Making Your Offer Irresistible Since 2017