Ignite Magazine for OptumInsight
OptumInsight wanted to enhance its current publication, Ignite, and companion website, to help showcase OptumInsight’s thought leadership in the health care industry; enhance the brand; and extend its reach through social media.
Working together, Imagination and OptumInsight created an integrated marketing approach through a redesign of Ignite, a re-launched microsite (ignite.optuminsight.com) featuring monthly rich media uploads, a custom social media strategy featuring LinkedIn and Twitter, an e-newsletter driving users to the site and OptumInsight’s social media channels, and a robust content seeding and SEO strategy. In addition, Imagination worked with OptumInsight’s internal teams to leverage and re-package other thought leadership content for the microsite, such as white papers, blogs, media placements and research studies.
Ignite magazine is sent to OptumInsight’s clients and potential clients, consisting of C-level executives at hospitals, health systems, life sciences companies, and other stakeholders in the health care industry.
Through a combined SEO and content seeding strategy, Ignite’s microsite became the #1 search result for accountable care and thought leadership on Google within two months of its launch.
In addition, based on newsletter registrations, Ignite is gaining traction with the C-suite and senior executive levels at key health care organizations.
