Case Study

A Rebranding of Aculyst healthcare Consulting's Acquisition Engine

Why Aculyst choose Vab Media for their website rebranding, thought leadership content development needs. 
aculyst seo and content marketing-case study

The healthcare analytics company Aculyst has been offering consulting services to a number of pharma and hospital organizational executives for the past half decade on how to better govern and manage data to make better business decisions. Aculyst’s founder and CEO Asha Saxena, who is a Columbia University Mailman School of Public Health Adjunct Professor, tech entrepreneur, CEO coach, and big data public speaker was looking for a New York digital agency to partner within the summer of 2018 to help with redesigning the corporate website, mapping out a content strategy and enhancing her expertise and branding with thought leadership outreach. Some of the challenges included how competitive the healthcare industry is, the number of big data, AI and healthcare startups and developing a publisher outreach strategy to build upon her online presence. The Vab Media team was up for the challenge and sought the expertise of Staci Wilkes, who has deep healthcare industry expertise, to assist in branding and content strategy. We kicked off our first strategy meeting to redefine her service offerings, discuss keyword and competitor research, taglines, graphic design elements, brand positioning, and ways to enhance her presence on Google as a knowledge graph entity and guest post contributor article ideas.

Vab Media Digital Agency helps companies and individuals by offering online presence management to build awareness and equity around their passions, stories, and expertise in a way that elevates their search rankings, the demand, and size of future business opportunities. 

To reflect the breadth of the big data analytics’s mission and the company’s imperative to target and acquire new audiences for Aculyst, we started by redesigning the primary touchpoint client experience: the Aculyst Website.

We immersed ourselves in Aculyst’s world to understand the experience pharma, healthcare and hospital clients have with the master data management consulting firm, and reframed the company’s approach to acquisition to be centered from the client’s perspective—a first for the company.

Aculyst faced a few challenges from both brand and audience perspectives:

Lack of Identity and Expressed Mission

Historically known for an insular, almost esoteric approach to content, we wanted to demonstrate the value that the pharma analytics and their consultants can provide to prospective clients, educating new audiences on the benefits of working with Aculyst.

Shallow Content and Poor SEO

In addition to requiring a stronger foundation for enhancing the brand’s perception and amplifying awareness of what Aculyst can do, the previous site’s shallow depth of content did not present users with any reason for exploratory visits. It also did not provide opportunities for diving deep into rich, thought provoking content. From an SEO perspective, the lack of site content also had the adverse effect of ensuring the consulting firm was invisible to search.

Lack of Meaningful Data Capture & Personalization

Finally, as a primary connection point between Aculyst and potential clients, the previous website did not provide it’s internal team with meaningful ways to capture data about site visitors in order to improve audience analysis, tailor content creation efforts, or generate more marketing qualified leads.

Aculyst's Business Goals

  • To rebrand the company as being healthcare industry-focused.
  • To develop strategic content that would show Asha Saxena’s expertise and thought leadership which would be published on external, relevant industry publications for branding.
  • Help with email outreach to develop relationships with editors at Entrepreneur Mag and Dataversity. 
  • To redesign an outdated WordPress website that would include fresh search optimized, industry-relevant content that was meant to rank for relevant keyword phrases 
  • Help to establish her presence on Google by using strategies to have her become a  verified knowledge graph panel entity [information panel boxes that appear on Google when searching for a prominent individual or famous person ]    

Web and Graphic Design

We developed a custom design layout for the home page, service, and industry pages. The brand colors resembled the colors on the logo. We also designed custom graphic icons to showcase service areas and industries. We created a mega menu on which we added the icons with text about each menu item. We also created custom graphics for highlighting certain “call to action” sections such as on the homepage that is the color red.

Thought Leadership Contributor Publishing

We helped Asha further building her authority as a tech and big data industry thought leader.  We researched and collaborated with her each month to develop new content ideas that she cared about that were insightful and pitched to them to re-establish relationships with editors from business publications such as Entrepreneur Mag and Dataversity

By first pitching and submitting a well researched and original guest post article to get her in as a regular contributor at each publication. These thought leadership articles allowed her to continue to share her top insights each month with the world and get published in reputable business media publications.  

With Vab Media Digital Agency, she was able to expand her network and help her to get featured in a few top media publishers to amplify her message, reach more people, and grow her business.

keynote speaker outreach communication

She enjoys public speaking, and we helped her become a public speaker for Dataversity’s Enterprise Data World Conference 2019  Recently we were thrilled and proud to learn from an email from the editor to our client that our thought leadership content development collaboration got her listed in Dataversity’s Top 10 Bloggers for Q3 2019 (July – September), with our article being the 3rd most popular and read article on the whole site. 

This data management site gets over 170k monthly visits and is read by enterprise data scientists, IT and analytics professionals which are her target audience.  

" I had a great experience collaborating on marketing initiatives. I like working with VAB Media so much that I bring them into every new project I take on. Highly recommend their services.”

Google Knowledge Panel Optimization

Knowledge panels are information boxes that appear on Google when you search for entities (well-known people, places, organizations, things) that are in the Knowledge Graph. When you search for a famous executive, artist, actor, government official, or celebrity you see a box appear on the top right on Google’s search results page that will show images, a short snapshot of information about them such as date of birth, social profiles, and a bio preview. 

We also were able to claim her knowledge graph panel, a service by Google, which requires a great amount of verification and enough notable authoritative citations.  

Website launch and Improved Search Rankings

We finished designing and launching the new redesigned Aculyst website in just a few months, and already her website is beginning to rank for several unbranded longtail keyword search terms, such as “Pharma analytics consulting”, “healthcare data analytics consulting services” ,“MDM strategy consulting” and “Master data management consulting for healthcare industry.” Since her website domain was over 5 years old, it had some history and authority and we were able to build some backlinks from authoritative sites such as Dataversity and Columbia University which helped.    

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