Health Directions, LLC is a nationally recognized healthcare consulting firm that assists academic medical centers, private medical practices, hospitals and ambulatory businesses in improving financial performance, operations, organizational structure and strategic direction.

Challenges

• To create a cost-effective, easily adjustable email marketing template that reflects and strengthens the Health Directions brand.

• To include a variety of value-added content that appeals to the diverse client base of Health Directions.
  

Azavar Delivered Results

• An award-winning email template that reflects and strengthens the Health Directions brand while creatively presenting information across the spectrum of healthcare.

• A value-added resource for the healthcare community that provides useful information for improved financial performance, operations, organizational structure and strategic direction.

Technology

• Adobe Dreamweaver
• Adobe Photoshop

Solution

With its established reputation and extensive knowledge of the healtcare industry, Health Directions wanted a way to share its expertise in an economical, meaningful manner. Producing a newsletter every month in the traditional manner was time consuming and expensive. Already knowing the benefits of having an award-winning website built by Azavar™ Technologies, Health Directions asked Azavar to create an email marketing newsletter.

The client base of Health Directions is diverse, ranging from academic institutions to private practices and large hospital groups. In order to reach this diverse audience, the content needed to vary widely from issue to issue in order to reduce the risk of high op-outs per newsletter. Along with that, there needed to be clear calls to action and space to highlight upcoming speaking engagements, conferences and seminars. The color scheme needed to reflect the brand of Health Directions, and Health Directions expressed a desire to also showcase a survey or other interactive elements that provided added benefit to their clients.

Working together, Azavar and Health Directions decided that five main sections provided the best means of delivering the necessary variety of content. Azavar’s creative team built a simple yet elegant template that put the summaries of the five sections at the heart of the email, and created calls to action buttons along the side. In the process, a name popped out for the title of email: Fi$cally Fit. The new call to action became “Get Fi$cally Fit.” The masthead showcased the title of the newsletter with the characteristic Health Directions blue background, and space was created just below the masthead and right above the first section to be used to showcase an important topic of any particular issue.

With the email marketing template reflective of the Health Directions brand, and cleanly coded so as to minimize the chance of being caught in SPAM filters, the next step was to build the Fi$cally Fit website to house the full articles. The website needed to maintain the look and feel of Fi$cally Fit, be easy to navigate and be search engine friendly. Azavar has a proven track record of building search engine friendly websites, and was able to transform the email marketing template into a website complete with user-friendly navigation, calls to action and clean programming that is easy for search engine spiders to crawl. The website linked from the Health Directions Flash-based website, creating another means for increased search engine visibility.

The end result was an award-winning email marketing newsletter that provides value-added information to the diverse client base of Health Directions while strengthening the brand of Health Directions in the online healthcare arena.