Marketing MOMENTS
JANUARY 2026
Primary Care Q2 Wrap Up
Matt Woleslagle, DO Primary Care
Matt Woleslagle, DO Primary Care
Matt Woleslagle, DO Primary Care
Matt Woleslagle, DO Primary Care
Lindsay Venditti, MD
Providing our Framework Women’s Health Services Q2 Wrap Up
Top Website Pages and Web Views
PAGEVIEWS BY MONTH Google roll out of AI mode to everyone in US
HIGHLIGHTS FROM THE TOP WEBSITE PAGES FOR DECEMBER 1, 2025 - JANUARY 14, 2026
#7 WEIGHT MANAGEMENT PAGE
After only 15 days of promotion.
#9 A ROUTINE LUNG SCREENING FOR JANE
After only 15 days of promotion.
#15 PRIMARY CARE SERVICE LINE PAGE
An evergreen promotion of this service line yields a strong placement in the rankings.
ADDITIONAL CHALLENGES
FOR SEO:
• Due to Google AI Overview - 60% of searches now yield no clicks.
• Nearly 35% of Gen Z people use AI chatbots to search for information.
Sources: ahrefs.com/blog/google-ai-overviews/ www.semrush.com/blog/ai-seo-statistics/
#23 WOMEN’S HEALTH SERVICES PAGE
After a strong push in Q2, we continue to support with keyword ads and organic social media.
Top Social Posts - December/January
#1 POST – 104,702 VIEWS
Our top social media posts from December 1 - January 14 were a blend of service lines and locations - with the first baby of the new year at Butler Memorial Hospital taking the top spot!
#2 POST – 104,156 VIEWS
Closely following was Dr. Daniel Leigey, orthopedic surgeon from the Westmoreland Area, celebrating the first knee replacement surgery at the Laurel Surgical Center.
#3 POST – 57,127 VIEWS
And rounding out the top three, we celebrated both the Westmoreland and Butler Interventional Cardiology teams on their first medicated balloon stent procedures, happening within 24 hours of each other!
Moments
Jane’s Story & Creative
Jane L. began smoking at 16 years old and continued to do so for 45 years, often a pack a day. Despite her long smoking history, Jane felt healthy, yet she committed to annual lung cancer screenings, which ultimately may have saved her life.
After years of normal CT scans through the Advanced Lung Center, a low-dose CT scan in the fall of 2024 revealed a very small abnormality. Jane immediately began working with Dr. Michael Szwerc, Thoracic Surgeon and Medical Director of the Advanced Lung Center, who carefully reviewed the images with her and explained that the finding was likely a tumor.
Fortunately, the cancer was caught very early. Dr. Szwerc and his team were able to intervene quickly, performing minimally invasive robotic lung surgery.
Today, Jane has no signs of recurrence, and her lungs look excellent. Her husband credits early screening and the expert care received at Independence Health System for her recovery.
10 YEAR POST
The Westmoreland Area Advanced Lung Center celebrates its 10 year anniversary in January 2026!
PC + Specialist Campaign
The Primary Care + Specialist campaign highlights the relationship between a patient and their provider, and the teamwork involved between specialists and primary care to offer expert care to our patients.
TV COMMERCIAL
We’re excited to soon begin running our new anthem commercial across TV, CTV, YouTube, and social, with supporting tactics including print, billboards, and infacility media.
Voiceover talent for the commercial is Nina Hillwig, Director of Patient Access in the Care Center.
Watch the commercial here: www.Independence.Health/Anthem
WATCH FOR US ON SPORTSNET PITTSBURGH
Catch the L-bar marketing on TV starting February 2.
• 5 total air dates
Q3 Media Plan
BUDGET ADJUSTMENTS
Budget adjustments were made to support CTV (commercials on streaming services), programmatic display, and YouTube placements in the Butler area for February and March.
DICK CLARK’S NEW YEAR’S ROCKIN’ EVE 2026
The “Jane” Lung Center commercial aired during Dick Clark’s New Year’s Rockin’ Eve with Ryan Seacrest at approximately 11:45 p.m.
BROADCAST ERROR & MAKE-GOOD SUMMARY
The “Jane” Lung Center commercial aired in error during the Steelers/Texans game instead of the planned PCP/Specialist spot. This resulted in a free placement during the Texans/Patriots game and an expanded make-good package from WTAE..
2025 Wrapped – Lives Touched
Moments
WVU Medicine Announcement Wrap Up
SOCIAL MEDIA IMAGE POST & VIDEO
The WVU Announcement was the highest viewed image post on social media with more than 200K impressions and the produced short video of the press release garnered nearly 70K impressions on social media.
THE LOOP POST
On the Loop (intranet), the WVU announcement was the most read News post of the year - with more than 1,600 people opening it.
FROM QUOTE TO CAMPAIGN
A quote from Dr. Mary Elizabeth Kovacik Eicher from the press conference inspired a quick turnaround campaign – new website header, fresh billboard art, new Facebook headers, Patient Point slides, etc.