A Digital Resource for Whole Human Health
Engagement for Good Health
Health systems have come to appreciate the value in being a vital part of consumers’ whole lives—not just when they require medical attention. Thus, there is a prevailing interest and effort to be a definitive resource for health and wellness information. With over two million patients treated annually, Northwell Health serves a huge and diverse population. They recognized the media overload that occurs online and acted to connect consumers with thoroughly vetted, thoughtfully produced, personalized content that reduces stress and eases the healthcare journey.
And so an innovative, go-to resource, The Well, was born.
Phase2 worked with Northwell’s body of research to define and design a new sub-brand identity and design language for The Well, combining content, design, and branding to deepen Northwell’s brand awareness and community engagement initiatives.
Quality Content for Consumers
It’s one thing to create an emotive brand and visual identity, but quite another to ensure that it translates to improved performance for foundational business KPIs. The Well had to deliver on specific performance indicators, including reducing content creation costs, driving web conversions, increasing media spend efficiency, boosting email database growth, and increasing referral traffic to Northwell.edu.
With those KPIs and Northwell’s commitment to the future of healthcare top of mind, The Well developed into an editorial platform and media distribution channel focused on providing high-quality content aimed at providing real answers, and building consumer confidence.
Unprecedented Growth, Limitless Future
The Well is the fastest growing publication produced by Northwell Health and is spurring unprecedented growth in search, social, and referral traffic to the health system. As a result, campaigns are reaching up to 20x more people than before the channel launch, using the same level of financial investment. Visitors have 2x the engagement rate as the standard .edu visitor, and there have been over half a million story views within the first six months of launch.
Empowering Communities in Healthy Decision-making
Northwell Health, the largest health system in New York, is a more than 80,000 strong network of researchers, entrepreneurs, and educators. Northwell is committed to improving the health of the communities they serve through elite clinical care, health education, advances in medical research and quality, digital health and wellness content.
Michigan Medicine
