When It Comes to Content, Cleveland Clinic Is Never Content

January 23, 2023

This article is part of Focus on Content Marketing: A Spotlight on Content Marketing Trends for Healthcare Marketers, an exclusive member report from eHealthcare Strategy & Trends.

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// By Jane Weber Brubaker //


Five principles for leading your organization’s digital marketing efforts.

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

At the 2022 Healthcare Internet Conference in Miami in November, 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.


Amanda Todorovich, Cleveland Clinic’s executive director of content marketing

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.

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