content marketing and seo for RaDiagnostiX

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 find easily 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, 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 are 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 nearby 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.