Best Website

Content portal positions Optum as a thought leader

Targeting chief medical officers with a one-stop shop positions Optum to generate sales leads.

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American Express targets small-business owners with its content portal. Adobe goes after chief marketing officers. Adopting a similar approach to provide high-level content to chief medical officers is the strategy behind CMOSpark.

CMOSpark recognizes the limited time available to chief medical officers and presents a digestible number of articles and other content—including a podcast—designed to meet the knowledge and information needs CMOs face. 

For its content, Optum turned to its own internal physicians to serve as subject matter experts and thought leaders, crafting material addressing issues like population health, provider delivery systems, and considerations for evaluating products. The site design is clean, simple, and inviting, and the tagline—Thought Leadership for the Evolving Chief Medical Officer—is almost a gauntlet for the target audience. After all, what CMO doesn’t want to evolve? The content is not only well-presented, but uses real-world case studies and examples rather than being theoretical. For these reasons, Optum takes home the prize for Best Website in Ragan’s 2014 Health Care PR and Marketing Awards.

The campaign to attract readers from within the desired demographic was also well-executed, combining email outreach with strategically placed ads, resulting in 175 initial subscriptions to the email updates to the site, which generate a whopping 65 percent open rate. These early results for a smartly built site have led to additional investment in the site, which was created for a fraction of the amount companies routinely invest in similar properties.

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