UCF HEALTHCARE

GIST OF THE STORY

The UCF Online Healthcare Vertical was created to provide a scalable solution to marketing a collection of over 20-plus healthcare-focused programs living under the UCF Online environment. The vertical serves as the first touch point for an array of different potential students and strives to tell the story of UCF’s online healthcare programs while also aligning with the larger brand initiatives of UCF as a whole.

VERTICAL HIGHLIGHTS

1

Reach

6500

Visits

902

Leads

14

Conversion Rate

HEALTHCARE VERTICAL PROGRAMS

Online Bachelor

  • Health Informatics and Information Management, B.S.
  • Health Services Administration, B.S.
  • Nursing, B.S.
  • Psychology, B.S.

Online Doctorate

  • Nursing Ph.D
  • Nursing Practice D.N.P., Executive Track
  • Nursing Practice, D.N.P.

Online Certificate

  • Autism Spectrum Disorders
  • Health Care Simulation
  • Nonprofit Management
  • Nursing Education
  • Public Administration
  • Research Administration

Online Master

  • Executive Master of Health Administration
  • Forensic Science, M.S.
  • Health Care Informatics, P.S.M.
  • Healthcare Systems Engineering, M.S.
  • Nonprofit Management, M.N.M.
  • Nursing, M.S.N.
  • Research Administration, M.R.A.

THE SOLUTION

Leverage faculty/stakeholder knowledge and expertise to secure high-quality media placements that will further establish thought leadership, expand brand awareness, define program differentiators, and build quality backlinks for SEO that influence search rankings and act as vital trust signals for Google.

seo
digital-pr
social-media
brand-content-dev
analytics
paid-media
program-feasibility
web-dev
lead-nurturing
ai-chat

Branding and Storytelling

American healthcare is facing big challenges. Thankfully, there’s a new generation of healthcare professionals—from doctors, nurses and counselors to administrators, data analysts and engineers—exploring emerging techniques, innovative models and advanced technology to create a better system that serves the needs of people before they become patients.

The conversation shaping the future of healthcare is taking place in hospitals, clinics, research labs and university classrooms across the country. By focusing on prevention rather than prescriptions, the healthcare industry can build a value-based ecosystem of wellness that leads to a healthier nation.

SEO and Content Marketing

SEO and Content Marketing helped the UCF Online Healthcare Vertical become visible in Google’s search results for competitive higher education keywords. Through cutting edge on-page SEO tactics, UCF’s Online Healthcare Vertical was built in a way to foster success in the search results.

Articles and infographics were created through a combination of keyword strategy, competitive analysis, and trending industry and faculty research subjects. By leveraging advanced outreach and social measures, UCF placed their content in front of industry thought leaders and publications.

ORGANIC TRAFFIC

#17 online healthcare programs

#23 online healthcare degrees

#19 how to become a nurse practictioner

Digital Public Relations

Digital public relations leverages faculty and stakeholders to land high-quality media placements, which, in turn, build brand awareness, promote thought leadership, improve organic traffic and rankings, and generate more students. By amplifying the brand visibility of UCF’s health vertical through high-quality and industry-specific media placements, we were able to further increase awareness surrounding the innovative research and teaching efforts taking place.

In addition, the quality of the opportunities and links generated through these efforts are exactly what Google looks for when determining which sites are authorities within their fields. By obtaining high-quality placements for links that pointed back to the UCF health domain, we were able to help the targeted page rank higher for student-generating keywords.

“How a healthcare repeal could exacerbate the doctor shortage crisis”

Ad value: $9,583

DA: 91

UVPM: 11,904,216

“Q&A with Richard Biehl; The challenges facing healthcare systems engineers”

Ad value: $487

DA: 56

UVPM: 450,000

“Electrical Engineers Are Building the Future of Health Care”

Ad value: $1,156

DA: 91

UVPM: 5,029,429

“Why Innovation Is the Key to Improving Our Healthcare System”

Ad value: $348

DA: 54

UVPM: 152,000

Paid Search + Social

Paid Search and Social helped the UCF Online Healthcare Vertical:

  • Reach over 127K relevant users on Facebook and Instagram
  • Garner 120-plus prospective enrollment leads
  • Generate over 700K ad impressions
  • Generate nearly 2K user engagements (traffic, reactions, comments, shares)

Analytics

The Google Data Studio (GDS) dashboard helped the UCF team transform analytics data into informational, easy-tounderstand reports through data visualization. These reports are easy to read, easy to share and customizable. GDS also allowed the UCF team access to both real time and past data from multiple platforms, helping drive marketing strategy.

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