2018 Azbee Awards of Excellence

Category

Online > Social Media Presence > Upper Midwest

Awarded to

Dave Fornell, Editor; Jeff Zagoudis, Associate Editor; Sean Reilly, Publisher; Melinda Taschetta-Millane, Editorial Director

Entry details

DAIC Expands Reader Base and Website Traffic Through Social Media

Issue date (if applicable): 
Publication name: Diagnostic and Interventional Cardiology (DAIC) magazine
Publishing company: Scranton Gillette Communications
Website home page: https://www.dicardiology.com

Please describe the publication's mission and readership:

Now in its 57th year of publication, Diagnostic and Interventional Cardiology (DAIC) reaches more than 25,000 cardiology medicine professionals. DAIC offers detailed product comparison charts, is the resource buying team members use for specifying, recommending and authorizing technology purchases. It is the only cardiology industry publication that reaches the complete team of physicians, department heads/chiefs and business administration/information technology staff.

DAIC has recently pushed hard with its online content to rapidly expand it digital audience using analytics, social media and intensive search engine optimization (SEO). It doubled its website traffic over the past three years to 1.4 million pageviews in 2017.

Please describe the enterprising work that went into this entry and its significance or impact on readers:

About a year ago, Diagnostic and Interventional Cardiology (DAIC) magazine began a campaign to boost its social media presence to reach new digital readers. This had a big impact in 2017. The editors experimented to find what tactics work well and the result was impressive. In 2017, social media accounted for 11.7 percent of all web traffic to DAIC, totaling more than 173,000 pageview referrals. In 2015 it only accounted for 26,000.

The biggest DAIC social media pageview referral sites are:
1. Facebook 125,500
2. LinkedIn 43,200
3. Twitter 4,800

Editors found they need to push content beyond the pages they managed. They joined more than 175 Facebook and LinkedIn groups that focus on various medical subspecialties spanning our coverage. Most are very targeted, so we tailor news to specific groups.

They now post all news from the website and repost evergreen content on slower weeks.

Also, we now cover all our conferences live mainly using an iPhone to post updates to social media. This includes posting photos, videos and short descriptions with links back to the DAIC website. This helped rapidly build our brand online and allowed us to double DAIC likes on its Facebook page to more than 14,000 in 2017. Conference coverage also helped up reach between 70,000-80,000 unique readers the weeks of three medical conferences we covered.

We found social media has a large number of international clinicians. We are leveraging this to gather digital magazine signups to build a digital only international subscription list.

Links to entry URLs

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Entry URL(s), if applicable:
https://www.facebook.com/DAIC.magazine/
https://twitter.com/DAICeditor

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