March 23, 2017
Nurses can access news, views and advocacy information from their smart phone, tablet or computer
PITTSBURGH, PA As the standards bearer of advanced cancer care, the Oncology Nursing Society (ONS) wanted to create a communications platform that positions them as the go-to thought leader in all matters concerning oncology nursing. To realize this goal, Elliance and ONS reinvented their online publication as an always-on, always-fresh news, views and advocacy engine, called ONS Voice.
The ONS Voice includes three key innovations:
First, a proprietary tagging system was developed that automatically groups the most popular articles and advocacy issues into trending topics. Second, keywords were “baked” into all articles to elevate their rankings on Google. And finally, smart forms of advertising opportunities were created to make the magazine self-sustaining and drive revenue.
“We love the ability to highlight trending topics for our readers to connect them with information, resources, and the ONS perspective on current trends in oncology nursing,” says Elisa Becze, ONS Voice editor. “The modern, clean design provides a fresh look and easy-to-navigate experience on both desktop and mobile for our busy readers.”
Elliance also designed the corresponding monthly print publication so there’s a visual consistency between the two vehicles. “What’s exciting about the integration of the two channels is the use of web analytics to choose the articles and themes that ought to be re-published or expanded upon in print,” says Craig Otto, Director of Brand Development at Elliance.
In its short life of less than two months, the overall visitor traffic to ONS Voice (voice.ons.org) has already jumped by 10% when compared to the visitor traffic to the previous website.
The Oncology Nursing Society (ONS) is a professional association of more than 39,000 members committed to promoting excellence in oncology nursing and the transformation of cancer care. Since 1975, ONS has provided a professional community for oncology nurses, developed evidence-based education programs and treatment information, and advocated for patient care, all in an effort to improve quality of life and outcomes for patients with cancer and their families.
Elliance is a Pittsburgh-based marketing agency that is helping colleges, b2b marketers, banks and non-profits leverage the power of digital and data to increase their market value. Their team of communications artists and information scientists uses a proven, strategic process that helps clients capture greater Share of Mind, Share of Voice and Share of Market.