UCF HEALTHCARE

GIST OF THE STORY

Circa created the UCF Online Healthcare Vertical to provide a scalable solution to marketing a collection of 20-plus healthcare-focused programs within UCF Online. The vertical serves as the first touchpoint for an array of potential students and strives to tell the story of UCF Online’s 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’s Degrees

  • BS in Health Informatics and Information Management
  • BS in Health Services Administration
  • BS in Nursing
  • BS in Psychology

Online Doctoral Degrees

  • PhD in Nursing
  • Doctor of Nursing Practice, Executive Track
  • Doctor of Nursing Practice

Online Certificates

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

Online Master’s Degrees

  • Executive Master of Health Administration
  • Master of Science in Forensic Science
  • Professional Science Master’s in Healthcare Informatics
  • Master of Science in Healthcare Systems Engineering
  • Master of Nonprofit Management
  • Master of Science in Nursing
  • Master of Research Administration

THE SOLUTION

Circa leveraged faculty and stakeholder knowledge and expertise to secure high-quality media placements that would further establish UCF’s 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.

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Branding and Storytelling

American healthcare is facing big challenges. Thankfully, a new generation of healthcare professionals—from doctors, nurses, and counselors to administrators, data analysts, and engineers—are 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.

A team of medical professionals examining a dental x-ray

SEO and Content Marketing

SEO and content marketing helped the UCF Online Healthcare Vertical become visible in Google’s search results for competitive keywords pertaining to higher education. We used cutting-edge on-page SEO tactics when building UCF’s Online Healthcare Vertical to foster success in the search results.

Circa created articles and infographics based on a combination of keyword strategy, competitive analysis, and trending industry and faculty research subjects. By leveraging advanced outreach and social measures, we helped UCF place its 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 practitioner

Digital Public Relations

Digital public relations leverages faculty and stakeholders to land high-quality media placements, which build brand awareness, promote thought leadership, improve organic traffic and rankings, and generate more students. By amplifying the brand visibility of UCF’s Healthcare Vertical through high-quality and industry-specific media placements, we further increased public awareness of UCF’s innovative research and teaching efforts.

In addition, the quality 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 healthcare domain, we helped the targeted page rank higher for student-generating keywords.

The Hill Logo

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

Ad value: $9,583

DA: 91

UVPM: 11,904,216

Health Care Business News Logo

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

Ad value: $487

DA: 56

UVPM: 450,000

The Institute Logo

“Electrical Engineers Are Building the Future of Health Care”

Ad value: $1,156

DA: 91

UVPM: 5,029,429

Innovation Management Logo

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

Ad value: $348

DA: 54

UVPM: 152,000

Paid Search and 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, and shares)

Analytics

The Google Data Studio (GDS) dashboard helped the UCF team transform analytics data into informational, easy-to-understand 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 to drive its marketing strategy.

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