Marketing campaign aims to boost traffic on '.org' site

By Lin Lofley

ctoexclusive

UT Southwestern is in the midst of a two-month marketing campaign designed to increase traffic to the newly revamped utsouthwestern.org patient care Web site.

The main targets of the campaign are women ages 35 to 64. The reason is simple: “They’re the primary decision-makers around health care for their families,” said Dorothea Bonds, associate vice president for marketing.

Using a variety of media platforms, from radio and print to online advertising and billboards, the plan is to direct visitors to www.utsouthwestern.org and encourage them to take advantage of the range of health information and clinical-care options available at the medical center.

One measure of the success of the campaign will be in tabulating unique visitors to the site. Unique visitors are those who come to utsouthwestern.org and view either a single page or many pages.

Since the new site went live in early April, utsouthwestern.org has experienced an average of slightly more than 44,000 visitors each month. One goal of the campaign is to increase that number by around 25 percent, to more than 57,000 per month.

In the fall, UT Southwestern will begin a comprehensive branding campaign to reinforce for Dallas-Fort Worth area residents that — beyond educational and research expertise — the medical center is a world-class destination for clinical care.

The new campaign also will more clearly differentiate the advantages of receiving medical care at an academic medical center.

Also under way are service-line marketing efforts in cancer, cardiovascular care, neurosurgery, hematology/oncology, spinal care, urology, gastroenterology, minimally invasive surgery, and breast care — as well as increased visibility for specialized offerings such as Lasik surgery, fertility treatments and plastic surgery.

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