ASA Hospital is a state-of-the-art healthcare facility located in Sarajevo, Bosnia and Herzegovina. As the first private general hospital in the country, ASA Hospital offers a comprehensive range of medical services across 12 specialized departments, including surgery, cardiology, gynecology, pediatrics, and radiology. The hospital is renowned for its commitment to delivering world-class healthcare, integrating cutting-edge technology, and collaborating with leading international medical institutions.
With a focus on patient care, medical accuracy, and innovation, ASA Hospital has quickly established itself as a trusted provider of healthcare services in the region, catering to thousands of patients annually.
Client
ASA Hospital
Expertise
Research
Strategy
Implementation
Operations
Year
2022 - 2024
Challenges
- Ensuring Medical Accuracy
Producing content for over 500 medical procedures required meticulous fact-checking and validation to ensure accuracy. Medical content must adhere to strict quality standards, requiring collaboration with doctors, specialists, and subject matter experts. - Orchestrating a Large Team of Writers
Managing a team of 40+ content writers and medical professionals, posed logistical challenges. Aligning their efforts to maintain consistent tone, structure, and quality across all pages required a structured workflow and constant oversight, especially given that each content piece had to be fact-checked and verified multiple times throughout the organization. - Balancing SEO and Readability
Medical content needs to strike a delicate balance between SEO and readability for patients. Over-optimizing could harm the user experience while under-optimizing could limit visibility. Structuring content with appropriate headings, keywords, and schema markup was critical. - Content Structuring at Scale
Ensuring uniformity and clarity across 500+ procedure pages involved creating and adhering to a standardized content template. This template included sections like procedure overviews, benefits, risks, steps, and FAQs to address patient queries comprehensively. - Aligning Multiple Stakeholders
Coordination between medical professionals, SEO strategists, and content writers required streamlined communication. Feedback loops from subject matter experts often extended timelines, and aligning all contributors to meet deadlines was a significant challenge.
Solution
- Unified Strategy
A comprehensive content plan aligned with ASA Hospital’s goals, ensuring medically accurate and patient-centric information for over 500 procedures. - Scalable Content Operations
A structured workflow that streamlined content creation, collaboration, and quality control across a team of 40+ writers, editors, and medical experts. - SEO-Driven Content Structuring
Consistent content templates optimized for search engines while maintaining readability and clarity for patients. - Performance Monitoring and Adjustments
Ongoing tracking of content performance, keyword rankings, and organic visibility, enabling continuous optimization to achieve and sustain over 4,000 daily organic clicks. - Collaborative Excellence
Effective alignment of stakeholders, from SEO strategists to healthcare professionals, ensuring all content met the highest standards of accuracy, consistency, and search engine visibility.
Results
- 260% increase in total organic traffic in the last 6 months of 2024
- 568% increase in non-branded organic traffic in the last 6 months of 2024
- 2700 average daily organic clicks in December 2024
- Key categories 379% to 606% increase in key category visibility in last 6 months of 2024
