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 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.

FindaTopDoc needed SEO controls and a system that could monitor user generated content to ensure it wasn’t plagiarized. They hired eZ partner Mugo Web to build an eZ Publish site that provides up-to-date and optimized health and medical news, evergreen content, and local doctor profiles and ratings.


Read the case study

Mugo designed and developed FindaTopDoc's new site with its editors and end users in mind. Today, dozens of content creators publish hundreds of highly optimized articles each week. eZ Publish provides granular user permissions, editorial workflows and tools for SEO. Mugo also integrated a plagiarism scanner into the editorial workflow to ensure content is original and Findatopdoc isn't penalized by search engines for duplicate content.

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