Reimagining Content Strategy for MagMutual

Goals

• Create a responsive site to reach a growing mobile user base
• Increase content marketing effectiveness; earn recognition as knowledge experts in the medical malpractice space
• SEO and design overhaul to modernize the site and reach a wider audience

Project Highlights

Freeing Gated Content: Previously, a large amount of site content was gated for PolicyOwners only. The majority of site users were either unaware of the wealth of content available or they struggled to find it. MagMutual’s gated content was not being leveraged for marketing and audience growth. To optimize existing gated content, Mediacurrent conducted testing to gather measurable data, and developed a content strategy based on user research and data, all with SEO best practices in mind. Now, a significant portion of content is available to users without login, improving user experience and SEO.

A Plan for SEO Success: Mediacurrent’s Digital Strategy team delivered an SEO strategy tailored specifically to Drupal. The goal? Increase visitors, decrease bounce rates and ultimately improve business development among each of MagMutual’s key segments.

Goals were created in Google Analytics to report on the site’s progress against defined goals. These monthly reports recommend improvements in: conversions, user acquisition, user engagements, satisfaction and other valuable areas to track ROI.

Making the Most of Marketing Automation: In the Discovery phase, Mediacurrent performed a Marketing Automation Integration Audit to assess MagMutual’s application of marketing technology relative to industry competitors and made recommendations to drive traffic, conversion and engagement goals. Mediacurrent also configured the Webform and Pardot (marketing automation) modules and provided training and testing to ensure proper lead flow between systems. To prep for launch and beyond, bi-weekly Marketing Automation workshops empower the MagMutual team to optimize messaging and segmentation for customers and prospects. Now, MagMutual’s data management system is streamlined between Salesforce, Pardot and Drupal, providing a better way to optimize their data and lead management process and increase overall conversions.

Structured for Optimal User Experience: To increase user engagement, social sharing, and the rate of return visits, Mediacurrent began by developing an in-depth persona report. This user persona research was leveraged to predict and understand decision makers’ values and informational needs. In addition to beliefs and misconceptions about the MagMutual brand and website. More important, it provided a roadmap to guide structure and design decisions throughout the project. For example, Mediacurrent’s user research highlighted that MagMutual site users, including physicians, med school students, agents, and facility admins, all have one thing in common: they are extremely busy. Therefore, it was crucial for users to quickly search and filter content.

The improved site architecture brings a more streamlined flow for users to complete their goals such as learning about products, obtaining insurance quotes, purchasing insurance, signing up for Continuing Medical Education Credits (CMEs), and contacting a representative or agent.

Optimizing Conversion Paths: Mediacurrent implemented clear paths for users to purchase insurance online and provide an on online contact form. Users expect an online form and combined with an effective marketing automation system, contact us will generate leads. Lastly, free account sign up and special content offers can work in tandem with marketing automation to lead users through a clear sales funnel.

Learning Management Platform Integration: MagMutual’s course platform was antiquated, difficult for admins to use, and overall did not deliver on User Experience. Mediacurrent provided consultation services to recommend a 3rd party platform, performed course audits, and conducted LMS research. In the discovery phase of the project, Mediacurrent worked with MagMutual to assess which LMS best suited MagMutual’s users and administrators. We audited a potential recommended platform that one of their partner’s was using and determined that because the development looked stagnant, API documentation was scarce, and the platform wasn’t known for its user experience that we should explore other options. Mediacurrent then conducted research on more than ten other learning management systems to provide recommendations. After determining our top four choices, we partnered closely with MagMutual in evaluating and ultimately choosing the best LMS for our needs. In the end, we chose Bridge for a number of criteria including its straightforward UI and API documentation.

From the onset, it was decided that Drupal would be the main user interface for MagMutual’s learning center. To achieve this, Mediacurrent created user and team profiles on Drupal to serve as the main hub for the user learning experience.

The user profile:

• Tracks what courses, webinars, seminars a learner has taken
• Recommends related content
• Allows users to access and download their course certificates
• Allows for SSO to PolicyView (MagMutual’s site for PolicyHolders), and UpToDate.The user can also get in touch with a risk manager for any medical malpractice concerns.

The user profile also lays the groundwork for further content personalization in Phase 2.

The Team Profile, which is for group insurance team leaders, provides additional functionality including:

• Allowing the team leader to track group progress and status on courses
• Provides at a glance information on team members course selection and success
• Provides a simple interface for downloading data

Challenges and Solutions

Interactive Learning Center: The MagMutual Patient Safety Team works to provide the most up-to-date thought leadership for the medical community, and wanted their website visitors to easily locate the learning content they’re searching for. The new Learning Center user interface offers optional ways to locate content: filter by category, learning type, as well as content targeted for their specific profession or specialty. The ‘Featured Topics’ section includes highlight cards with two pieces of content, and the site admin has the option of what content they find to be the most valuable for their visitors. Each ‘Learning Card’ is separated by ‘learning type’ and provides a brief overview of what is included before asking the user to navigate to another page. The visual system includes an icon that carries through to each detail page, and a ‘Free Account’ notation for gated content, encouraging the user to sign-up to learn even more.

Living Style Guide and Component Driven Development: Mediacurrent used KSS node to deliver a living style guide for client approval of designs. This style guide included each component used in Drupal as well as key landing pages. This process allowed the client to see an actual HTML mockup of the site prior to development in Drupal. It also provided the developers with the markup and CSS for the final Drupal product.

Content Administration: Previously, updating content was more complicated than necessary; content editors were restricted to pack all content, including images, into one WYSIWYG body field. To solve for this, Mediacurrent implemented the Paragraphs module in the site layout. Now, pre-defined Paragraph Types--ranging from simple text blocks and image to slideshows— give content administrators the power to more easily edit different page elements page. This adjustment made it possible to assign the bulk of project-related content entry to a non-technical content editor.

Improved login and Single Sign On Functionality: A cumbersome login process was preventing users from interacting on site. Mediacurrent simplified user roles and login on Drupal. Mediacurrent created enhanced Drupal user profiles with LMS integration and ensured SSO with their LMS platform. The site offers SSO to Bridge (MagMutual’s LMS) and UpToDate, a peer reviewed information resource for medical professionals.

LMS Integration: Mediacurrent built custom integration with the Bridge LMS platform allowing MagMutual’s customers to see their enrolled courses, progress and certificates from Bridge on their Drupal user profiles.

I really like that Mediacurrent has a broad skill set - including SEO, UX/UI and Strategy. Mediacurrent has done a great job managing our budget and bringing various team member’s expertise on board when needed which is something I was looking for. Those team members came onto the project at the right times, yet it always felt like a very cohesive team. 
Sallie Graves, CIO, MagMutual

Results

• Site scores 100/100 for Mobile UX on Google
• 64% increase in Organic Search
• 101% increase in Mobile Organic Search
• 65% increase in Sessions
• 26% increase in Pageviews
• 45% increase in New Users
• 149% increase in Mobile Pageviews
• Learning Center and User profile pages have remained in top 10 visited pages since launch
• Online contact form has generated over 500 submissions

Mediacurrent's project management approach and code review methodology delivered scale, speed and efficiency to develop a website that is primed to support MagMutual’s business goals. The responsive, easy to navigate design shines a spotlight on a wealth of learning content to engage current and future customers and has launched to critical acclaim from stakeholders and end users alike. The next phase will continue to emphasize personalization, serving content highly specific to users needs. Also on the horizon are new integrations with third-party systems and continued evaluation of a future upgrade to Drupal 8.