FindaTopDoc Prescribes eZ Publish for Healthy Content Management
You can book a flight online. You can also book tickets to a movie, or to the opera. But until a few years ago, it was never very easy to book a medical appointment online.
That changed when New York-based International Association of Healthcare Professionals launched its doctor search and bookings site FindaTopDoc. Visitors could read user generated doctor reviews, and book appointments with a range of specialists in their area. They could also contribute their own review right after their appointment using kiosks displayed in doctors offices that push the content directly to the doctor’s profile on the website.
The only problem? Very few people knew about the site.
So last year, the Association, which provides marketing and web exposure for member physicians, decided to create a rich library of medical content to complement the site and attract users. In order to gain traction for the site, and the doctors paying for exposure on it, FindaTopDoc needed to generate traffic. And content was the key.
The challenge - driving traffic through content
To drive organic traffic to the site, FindaTopDoc started producing quality content that would rank high in search engine results for medical queries. “We wanted the site to become a cross between Zocdoc and WebMD,” says Siobhan O’Grady, COO.
O’Grady knew that content was essential to driving business growth, and that finding a system that could effectively manage a high volume of optimized content, along with specific editorial workflows and access permissions, was key. “We started with a very basic in-house solution consisting of various folders for organizing content, and we thought it would work,” O’Grady says. “Then it started to get hairy.”
One challenge she hadn’t anticipated was plagiarism, which can be a problem on sites with user generated content. O’Grady found that writers were submitting content that had been copied from other sites. “I was spending so much time copying and pasting copy to check it,” she says. “We need to know that the content is unique and we won’t get penalized by Google for duplicate content.”
O’Grady knew she needed a robust content management system that could address these issues, so she began to research what other content-based sites were using. She considered numerous content management systems, including WordPress, but found it wasn’t flexible enough to meet her needs. “Then I found eZ Publish and because it was affiliated with some well-known digital implementations, I felt confident it could handle large amounts of content. I also wanted a system that allowed for customization,” she adds. “The most important thing for me was not to feel pigeonholed.”
When she learned that eZ Publish could conform to her business needs, rather than the other way around, O’Grady was sold. “I just had to find a company that could do the website development.”
Her most important criteria for a web development firm was working with people who understood her business model. “After calls with Mugo, I could tell that they got our business model. And they had a demeanor that was easy to work with. I wanted to have an ongoing relationship with people I knew I could work with.”
The solution - fine-grained editorial controls and content matched to reader needs
O’Grady hired Mugo to build an eZ Publish site for FindaTopDoc that provides up-to-date and optimized health and medical news, evergreen content, and local doctor profiles and ratings. The site makes it easy for editors to ensure the content is useful and unique.
On the front end, FindaTopDoc is able to showcase a wide variety of content to readers -- from articles on the latest medical news, to slideshows, videos, and a comprehensive reference library consisting of medical procedures, drugs and supplements, as well as diseases and conditions.
Every content page has two auto-generated components that are customized to readers’ locations and to the topic on the page:
- Doctor profiles: Visitors are able to learn about the specialists in their area, access user reviews, and contribute their own reviews. They can also directly request an appointment with a doctor.
- Related content: Additional articles on the same topic or related topics are auto-generated based on tags.
The site also auto generates landing pages based on categories and tags, and sharing tools allow visitors to share content with their social media channels.
On the back end, FindaTopDoc’s eZ Publish CMS supports a large group of external content creators with standard user roles and approvals workflows. “We developed a streamlined workflow,” says O’Grady. “Everyone does their part, and the next step gets triggered to the next person. We use controls that don’t allow certain people to do certain things.”
The system allows for fine-grained SEO controls and smart automated fallbacks to produce the kind of optimized user content that can drive discovery.
To address the issue of plagiarized content, Mugo built a plagiarism scanner right into the editorial workflow to monitor user generated content. “After the writer produces the content it goes through an API for a plagiarism check,” O’Grady says. “Before the writer can send content to an editor, it has to go through the plagiarism checker and cannot exceed about 20% of duplicated copy. This has been instrumental in freeing up our time.”
The result - traffic growth and a great partnership
Since its relaunch this year, traffic to FindaTopDoc has increased. “We have been successful at building the system we wanted to build,” says O’Grady. “We have a good user interface and some cool features.”
O’Grady is now working to monetize the site with ads and sponsored content. She’s also experimenting with different page designs and a newsletter, and has added a symptoms library. “We’re adding something every couple of weeks,” O’Grady says. “The system is customizable so we can evolve the site as new business ideas emerge.”
O’Grady meets with Mugo every week to brainstorm ideas for the site. “We keep figuring out how to make things better and we have an environment that helps to produce new and exciting ideas,” she says. “Mugo has been super responsive, and every time we have a problem, they fix it fast. They get things done.”
“Our approach is to work with all of our clients as business partners,” says Peter Keung, Managing Director at Mugo. “We see our role not only as web developers, but also as business consultants who can help them get the most value and ROI out of their website. Our clients use the web as a key component of their business, and we help them find the most viable web solutions to help them achieve their business goals.”
Hi, we're Mugo Web - Nice to meet you!
We're a group of web experts who solve complex web problems.Learn more about us »
What Our Clients Say
We have been using [Mugo] for editing, consulting, support and training services in North America for the last 3 years and we still do. Aleksander Farstad, CEO, eZ Systems
[Mugo has] the rare blend of business knowledge and deep technical expertise, and they excel at listening to business requirements and translating those requirements into intelligent and reliable software products. Graham Tillotson, Co-Founder, Tandem, Chicago
[Mugo is] able to work on all aspects of software solutions -- front end/UI, core code, modules and extensions, application integration, and infrastructure -- and they are extremely capable in all of those areas. Graham Tillotson, Co-Founder, Tandem, Chicago
I highly recommend Mugo to anyone in need of a competent and dependable technology partner. Graham Tillotson, Co-Founder, Tandem, Chicago
If you ask me what is the first thing you think of about the Mugo team, I would say that they listen. Daniel Iribarren, Tangerix
Mugo Web is not another service provider. One of the things I really like about [them] is that they care about my project and myself. That is why I call them my partners. Daniel Iribarren, Tangerix
Mugo Web is not just a group of geeks. They are a team of highly knowledgeable technology and business people. [They] will help you to use geek stuff to solve business problems. Daniel Iribarren, Tangerix
I have worked with more than 10 different production centers and what they delivered to me was geek stuff. Not business solutions. [Mugo] understands that they are helping you to design solutions to satisfy or solve business problems. Daniel Iribarren, Tangerix
[Mugo is] fast, efficient, and always helpful. They respond positively to questions and offer great solutions to technical problems. Susan Wright, Director of Operations, Toronto Arts Council and Foundation
We've been extremely pleased with the work Mugo has done for us. They have been responsive and understanding in dealing with the complexities of our needs. Wendy Prugh, Program Manager, The Christian Science Monitor
[Mugo] has demonstrated a high caliber of competency in the work they do, and it instills great confidence in us to know that we have such quality professionals in our corner. We certainly look forward to continuing this relationship! Wendy Prugh, Program Manager, The Christian Science Monitor
Thank you very much Mugo Web for the work you've done. You valued and respected our time, produced quality work, paid attention to detail and understood the JPLradio concept. For that, I/we thank you. Troy B. Williams, Founder & Program Director, Just Positive Lyrics Radio
We thoroughly enjoy our working relationship with Mugo Web. They are customer-focused, take the time to listen, give good solid advice with our best interests in mind, and have a quick turnaround time. Paul O'Sullivan, IT Specialist, New Society Publishers
From our first contact, the team at Mugo has shown an unprecedented level of commitment to our web projects... ending almost 4 years of struggling! They are fast, precise and thorough, and definitely stand out in the industry! Sébastien Michel, Director, Frogs-in-NZ
In the three months Mugo worked on our new version -- which had stalled with our previous developers -- we have made more progress than ever before. Sébastien Michel, Director, Frogs-in-NZ
Mugo Web's breadth of expertise, high quality of work, and insightful online business consulting help us to focus on providing reliable, balanced data and analysis that our readers have come to trust. Mike Boniello, Chief Operations Officer, Rasmussen Reports
In addition to the features that readers see, Mugo has made significant workflow and content structure improvements that have saved time for our editors who work within the content management system all day. Mike Boniello, Chief Operations Officer, Rasmussen Reports
[Mugo] has shown their expert knowledge of eZ Publish on large, high-traffice enterprise customers, and they are responsive and dedicated. Aleksander Farstad, CEO, eZ Systems
We recommend Mugo highly as an expert team with a remarkably strong commitment to building great projects that work. Craig Riggs, Project Lead, 49th Shelf
The Mugo team has always added considerable value in improving not only the back-end systems and server-side performance for the site but also in strengthening the user experience and usability. Craig Riggs, Project Lead, 49th Shelf
Mugo has consistently delivered beyond our already-high expectations. Craig Riggs, Project Lead, 49th Shelf
I've been working closely with Mugo over the past few years on a variety of projects. The reason I've come back to them again and again is because they are excellent to work with. Each time we had a new project we would talk in detail about the goals and workflow. Because we had discussed everything in detail up front, the trial versions of the programs were always already quite well developed even in early stages.
The Mugo team is always prompt with their replies to any query I might have, and quick to solve any issues that may arise.
I think we all agree that the experience has been excellent. I would not even consider hiring anyone else! Dr. Caroline Tyson, Emergency Physician,
I had the pleasure to work with Mugo Web back in 2014. They were exceptionally professional, patient and helpful as we tried to meander our way through a complex website rebuild with multiple stakeholders. They held our hand on technical issues, stepped up to the plate and got their hands dirty to get the work done and also knew when to step away to let us process when needed. They were a real joy for us to work with. Kate Chalmers, Director Marketing Operations, Hootsuite Media Inc
New Society Publishers
"[Mugo is] customer-focused, take the time to listen, give good solid advice with our best interests in mind, and have a quick turnaround time. We've had a number of compliments on the new website, which looks goods, functions well, and performs solidly."Learn more about what we did »
Yes - we can do that.
Many years of experience with complex websites allows us to offer total solutions.Learn more about what we can do »