RaDiagnostiX - Prostate is a cooperative quality program between the radiology network and urologists. The goal: to improve prostate cancer diagnostics using a novel and highly accurate imaging method, the multiparametric magnetic resonance tomography (mpMRT). The early detection of a malignant tumor with its characteristics and the degree of spread is the key to successful therapy.

The challenge: visibility

RaDiagnostiX contacted W4 to make its quality program for the early detection of prostate diseases, both more well-known in a regional and national context. The old website suffered from weak search engine optimization. In addition to the low SEO score, the brand RaDiagnostiX was also to be actively promoted to achieve more reach.

RaDiagnostiX website.

The solution: content marketing

It takes two things to rank highly on search engines: Relevant content that is presented on a well-programmed website. People surf the internet with a variety of devices today. Websites must, therefore, achieve great usability on all end devices. If the loading times are too long and the content is not displayed responsively, search engine algorithms will assign a low grade to the website.

This is why Responsive Design has become a hygienic factor in marketing today. Whether at home or on the road, laptop or smartphone, users can easily find readable content when they access the RaDiagnostiX website.

Apart from these technical foundations of a search engine-optimized website, another focus was on the content of the site. RaDiagnostiX would like to address three target groups: patients, radiologists, and urologists. These three groups each need a different informational density and approach. Patients have to be able to understand the content without having a medical degree, and the specialists require expert information. All three groups find relevant content on the homepage. There is introductory information and an embedded video summarizing the most important information. At the same time, current studies and specialist articles on the topic of mpMRT and prostate cancer are linked, which are aimed more at the knowledgeable audience. This balance is also maintained on the subpages of the site.

Social media campaign

Social media is an integral part of content marketing and search engine optimization. Search engines like Google refer to "social signals" in the evaluation of websites. In addition, they provide an excellent platform for keeping interested parties up-to-date.

Although RaDiagnostiX is a national quality program, it is also a very regional project, which is aimed at addressing patients near participating radiology practices. Facebook is a great platform to act both regionally and nationally. Individual participating physicians are portrayed in order to give patients a better picture of the people involved in the project.

To further raise awareness, we have launched two Facebook campaigns. Thanks to the very accurate targeting options of the network, the campaign could be delivered to the people who could really benefit from RaDiagnostiX. One campaign targeted men aged 45 years or older. A second campaign was aimed at 50-year-old women. Although they are not patients, they play a vital role in the healthcare of their partners or husbands.