5 Key Principles for Leading Your Health System’s Digital Marketing Efforts

February 1, 2023

How often does a CEO ask what it would take to become the best healthcare content producer in the world — in two years — and then give you the resources to do it?


Amanda Todorovich, executive director of content marketing at Cleveland Clinic

Amanda Todorovich, executive director of content marketing at Cleveland Clinic, freely admits that the scope of what she and her team are tasked with is not typical.

At a recent conference, Todorovich brought us along on a roller coaster ride, exhilarating at times and harrowing at others, sharing what amounts to a tremendous success story of growth over the past few years. As of this writing in early December 2022, Cleveland Clinic was on track to reach 800 million visits to its website in 2022. Most of it — 91 percent — is directly related to content.

It would be hard for most health systems to replicate the scale of Cleveland Clinic’s content creation engine — a team that has grown to nearly 100 writers, digital strategists, and search engine optimization specialists churning out daily content in all formats for every service line across multiple digital platforms.

But digital marketers can learn from Todorovich’s leadership style, which we’ll look at through the lens of five best practices that stood out as she told her story:

  1. Stay Focused
  2. Take a Stand
  3. Be Bold
  4. Experiment
  5. Communicate

If you apply these in your context, you could become the hero of your own organization, regardless of its size or resources.

Read the full article to learn how Cleveland Clinic applies these principles to their content marketing strategy and discover how adopting these principles can enhance digital marketing efforts in your own healthcare organization.

Read the full article now: When It Comes to Content, Cleveland Clinic Is Never Content

Best regards,
Matt Humphrey