Peanut Butter + Chocolate: A Recipe for a Successful Content Strategy

// By Althea Fung //

Content substance and content structure go together like peanut butter and chocolate — and the whole is greater than the sum of its parts.

In 2017, Lahey Hospital & Medical Center announced its intent to merge with Beth Israel Deaconess, creating what would be the largest hospital merger in Massachusetts in decades. Combining the system would bring together 10 hospitals in eastern Massachusetts and account for a 22 percent market share in the state.

While the merger created great opportunities for the newly formed Beth Israel Lahey Health, it also created a lot of work for the marketing and communications team, which was tasked with consolidating more than 60 websites, implementing a new enterprise-wide CRM, standardizing content, and centralizing more than 50 social media accounts across the system. And the team had to do it as the world locked down for COVID-19.

Vanessa Hill, vice president of brand strategy and consumer engagement at Beth Israel Lahey Health

“We were building a team from scratch with inherited people who had various responsibilities,” says Vanessa Hill, vice president of brand strategy and consumer engagement at Beth Israel Lahey Health. “The need for efficiency and scale was something that was always on our mind, and it informs our thinking as we design the way we want to work together in the future.”

At the 2022 Healthcare Marketing & Physician Strategies Summit in Salt Lake City, Hill discussed how her team worked closely with Chris Boyer, vice president of digital strategy and marketing intelligence, to develop a successful content strategy that made the merger of web properties seamless.

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