How A Digital Prescription Drove Physician Recruitment
Challenge
Kaiser Permanente - Southern California Permanente Medical Group (SCPMG) is a physician-led, patient-centered organization that is aimed at transforming health care in America. In support of their strong commitment to innovation and continuous improvement, SCPMG Physician Recruitment recently undertook a strategic rebranding with BrandingBusiness (a Rhythm partner) while our agency led the digital strategy. Rhythm’s involvement in that project proved so helpful that SCPMG invited us to guide and support the launch efforts of their new website
Solution
We began by developing a website launch plan that ensured the new site maintained its domain authority and existing search volume through the transition. All keywords were transferred over from the original website, metadata updates were made based on keyword research and 301 redirects were completed. Rhythm’s search team also optimized the new site to achieve higher organic rankings once it went live.
Results
Despite a tight deadline, the optimized site migration was a huge success with organic traffic increasing 157% in just three months. Google Tag Manager and CallRail were implemented to track website events, downloads, calls, and attribution. On top of that, Rhythm provides ongoing SEO and data-backed strategic advise that continues to drive relevant site traffic. Rhythm also conducted thorough discovery to understand the desires and behaviors of the many different physician audiences. This insight helped Rhythm to define SCPMG’s user journey and design a lead-generation strategy that included 39+ niche specialty care pages tied to targeted paid media campaigns. In addition, a well-defined social marketing strategy was developed to drive more brand awareness and further engage potential physicians with the goal of filling specialized positions within SCPMG.
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