How OSF HealthCare Became a Digital-First Marketing Organisation with DMI's Expertise

Following the launch in 2022, OSF saw an improvement in various areas in their business’s marketing performance as noted below:

• Blog Traffic: 28% increase in Non-COVID blog page views, surpassing their annual target of a 20% increase

• Paid Search Tactics: The click-through rate (CTR) for paid search ads increased from 6.53% in July 2021 to 10.98% in July 2024.

• SEO Improvements: 38% average position increase for oncology-related keywords.

• Organic Traffic: 24% increase in traffic to the online provider directory.
  

Here are what OSF HealthCare’s marketing and communications team members who pursued the course have said:

Curt Squires, MarCom Account Manager at OSF says “When I obtained the DMI Pro Certification, it allowed me to think beyond individual tactics and instead see a campaign where the tactics complement each other for a complete campaign. The course was well structured and allowed me to progress the content while juggling a full workload. After finishing the course, I put the skills I learned into action immediately with great success, specifically using the SEO, PPC and social media modules. Now two years later, I have been promoted in part because of those skills and continue to use them to this day in my new role where I now can use every module of the course. I consider the DMI Pro Certificate a value-add to my career and highly recommend it to anyone considering it”.

“DMI’s robust curriculum taught me to think like a marketer and a consumer. Learning where our business objectives meet the content we create helped me to really keep the consumer’s unique journey at the centre of what I write. Along with that, I feel that DMI gave me a thorough introduction to keyword research and gave me the reason behind the importance of using keywords well. Moreover, DMI was especially useful for bolstering my understanding of topics that I don’t necessarily use in my day-to-day duties, such as analytics and paid ads. Understanding the benefits and basics of these helped me to have a fuller picture of what our goals as a marketing team are when we use analytics and paid ads and how my role contributes to those goals” remarked Katie Faley, Content Writer at OSF HealthCare Marketing and Communications.

Elesa Anthony, Digital Marketing Social Media Specialist, OSF HealthCare Marketing and Communications mentioned “The DMI training helped me better understand each social media platform, but especially Meta Business Suite. Social media platforms work differently and are ever-changing so it's crucial to stay on top of the updates. I've found that after completing the course, I'm able to care for our organisation's needs more efficiently and effectively.”

According to Erin Powers, Digital Marketing Strategist, “I am thoroughly satisfied with the depth and clarity of the information presented in the DMI SEO Course. These are a few things that stood out to me:

• Quizzes at the end of each module were particularly beneficial for real-time assessment of understanding.

• The structured approach of the course and the way it was broken into manageable sections made complex SEO concepts easier to digest.

  
  

Overall, the DMI SEO Course has equipped me with a robust foundation in SEO, and the tools provided have ensured that this knowledge is both retained and effectively applied in my work.”

“As an experienced healthcare professional, I felt it was incredibly important to stay informed, relevant and knowledgeable about the digital marketing industry and learn how to effectively strategize, analyse and set meaningful targets. This course includes a manageable pace for busy professionals and the supplemental notes are such excellent study guides. The exam is challenging, which is testimony to the depth and expertise a digital marketing strategist needs to develop and realize effective strategies” said Andrea Bonk, Marketing Strategy and Research Manager.

Stacy Campbell, Marketing and Communications Coordinator remarked "I cannot overstate the breadth and depth of information in the DMI Pro training course. I started with very little information about the world of digital marketing and came away with what I think is a solid understanding of the field. Throughout the training, I was impressed with the level of talent from around the world sharing their knowledge.”

Following the launch, OSF HealthCare was able to successfully upskill their employees to thrive in a digital world while also improving business performance, employee satisfaction and engagement.