Lessons Learned in Building the Brand Through Health Content and Social Media

October 1, 2013

by Mark S. Gothberg

Mark-GothbergConventional Thinking Often Wrong

With its total national awareness far below that of Mayo Clinic and Johns Hopkins Medicine, Cleveland Clinic decided to take a novel ap­proach to building the brand. In March 2012, Cleveland Clinic launched Health Hub, a site very different from the organi­zation’s primary website at www.clevelandclinic.org, and closely integrated its content with the or­ganization’s other digital channels.

Health Hub seeks to reach people well before they are seriously ill, the time when most people seek out Cleveland Clinic. “We want to be a part of their lives when they are not necessarily ill, when they are looking for everyday health advice,” said Scott Linabarger, senior director of digital marketing, commenting in an article for eHealthcare Strategy & Trends that appeared a year after the site’s launch.

Three to five blog posts are made on Health Hub (http://health.clevelandclinic.org) each day.

Content, in both text and video, in­cludes medical and wellness topics, patient stories, and online chats with doctors. Some 37 experts, who are mostly physicians but also include other healthcare professionals, write articles in their own voice, providing their unique expertise and perspec­tive.


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