Professional Dynamic Network, a medical coding company located in Chicago, IL providing medical coding services nationwide, recently made the decision to refocus their business towards medical coding rather than medical coder staffing.
The biggest challenge for this project has been to transform a site mainly targeted for those looking for employment or staffing, and “re-target” it for those looking to outsource medical coding. This is a completely different buyer’s persona, and audience target.
Our strategy was built on
- micro-focus on promoting just a few pages
- removing all content targeting the unwanted traffic
- writing new content and distributing that content
- correcting citations we found that referenced staffing and employment
While maintaining the company branding, we have made great strides in getting Google’s attention for medical coding rather than medical coder staffing and employment. It has not been an easy task, and we would not suggest any company drastically refocus, however, we are proving that completely changing your target audience can be done.