Trying to get healthcare in the U.S. is often a maze of complex websites, siloed departments, and clinical jargon that can sometimes hurt more than help. For hospitals and healthcare providers with an overwhelming amount of information to share, they know they need to organize their information better, which is why they hire a Content Strategist (a digital librarian). When a patient is looking for a cancer specialist or a pet owner is seeking urgent telehealth advice, they need the right information and a clear, reliable path forward.
Content strategy is the practical work of building the online information for that health information experience. It’s less about “marketing” and more about being helpful and accessible to a person who needs this information. Organizing the content into outlines helps strip away the complexity and deliver “snackable” information in ways that families and patients search for healthcare information online. By simplifying complex concepts into chapters, I recommend engaging ways to deliver that information through copy, images, video, and dynamic content blocks. This process translates clinical jargon into practical on-page experiences that guide users directly to the care they need.
The primary way content strategy supports a health and wellness company
is by aligning information with the actual steps a person takes when they are unwell or seeking care. This isn’t a linear process; it is a journey that starts with a symptom or a question and moves toward diagnosis, treatment, and long-term support.
Searching for Healthcare Information: From Keywords to AI Overviews
When we look at how content strategy work functions in the real world, it begins by solving a specific structural or visibility challenge for the health and wellness provider so they can better serve the patient.
- Modernizing Large-Scale Systems: A children’s hospital in Texas was in the process of updating their backend data management systems and needed an updated front-end experience to display their facilities and specialties for patients and families. By auditing and mapping content across five different hospital websites, we collaborated with medical stakeholders and IT to translate clinical insights into groups of clear, patient-centric messaging.
- Creating Searchable Ecosystems: A vet telehealth company was looking to establish a foothold in a rapidly growing market but needed a way to reach their niche audience effectively. By building a website SEO content strategy and supporting the LeadGen journey, the company saw a 77% increase in first-page organic queries within only 40 days, eventually leading to a successful business acquisition.
- Synchronizing the Journey: A cancer institute in Georgia needed to ensure their digital presence reflected the care journey from diagnosis to support. By aligning the content strategy with key website pages and search ads, the project improved Google Ads efficiency by 60%, which increased paid clicks by 165% and drove a 20% increase in organic page views.
- Building Trust Through Education: For a wellness eCommerce brand, the challenge was brand awareness and a functional shopping experience. Developing a multi-channel strategy across Website SEO, blogs, email, and programmatic advertising fueled momentum which drove an 88% increase in organic website visits, a 146% growth in social media communities, and a 223% surge in online sales.
The Business Outcome: Trust and Growth
At its core, a content strategy for health and wellness is the practice of translating clinical language into an online experience that ensures – when someone reaches out for help – the answer they find is clear, reliable, and where they expected it to be.
Vast Interactive Consulting in Atlanta is a boutique digital marketing consultancy and content studio helping businesses grow with intention and communicate with clarity through successful digital marketing campaigns.
