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The Evolution of Storytelling

at Cleveland Clinic

A Tale of

Transformation

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Amanda

Todorovich

Director of Content Marketing

Cleveland Clinic

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Agenda

①Hello.

②2012 – The beginning.

③2013 – We have arrived.

④2014 – OMG.

⑤Today – Endless possibilities.

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$6.2 billion enterprise

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43,000+ Caregivers

We Cannot Create Demand

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2012 The beginning.

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Digital

Marketing

Creative

ServicesCorporate

Comm.

Service

Line

Marketing

Working in Silos

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Scott LinabargerDirector of

Digital Marketing

Nicola ZiadySocial Media

Manager

Nicole McClainManager

Stephanie PetrucciInternet Content

Coordinator

Michelle WallaceEditorial Manager

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Launching Health Hub

• Goal: re-purpose existing offline content

• Basic blog format/style

– Integrated existing Heart & Vascular blog

• Traffic would come from search

• Live April 2012

Content Strategy

Engage users in daily

conversation using health,

wellness and clinical

content that is unique to

Cleveland Clinic

Build a

trusted brand:

locally,

regionally,

nationally,

globally.

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2012 Challenges

• Finding/creating enough content

• Getting support from marketing teams

• Getting physicians on board (politics)

• Building the site

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• 7,430 visits in April

• 706,649 visits in 2012

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2013 We have arrived.

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Scott LinabargerSenior Director of

Multichannel Content Marketing

Amanda TodorovichManager of Digital

Engagement

Nicole McClainManager

Stephanie PetrucciSocial Media Coordinator

Michelle WallaceEditorial Manager

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Sophisticated Distribution

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We Were onto Something

• Creating fresh, original content

• Started posting more content on social media

• Invested in growing audiences

• Strengthened the team

• Invested in amplification

• Launched syndication efforts

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Useful. Helpful. Relevant.

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Syndication & Amplification

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• First 1M visit month

October 2013

• Total traffic in 2013 –

8,293,825

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2013 Challenges

• Changing team dynamics

• Politics

• Changing processes

• More demands on the staff

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2013 Keys to Success

• Data, data & more data

• Elevating content standards & style

• Establishing partnerships

• Setting aggressive traffic goals

• Sophisticated social media strategy

• Collaboration

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Color of Pee

• 3,677,362 views

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2014 OMG.

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150 Infographics in 2014

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Milestones

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• First 2M visit month in

March 2014

• First 3M visit month in

October 2014

• Total traffic in 2014 –

29,480,147

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2014 Keys to Success

• Focused on traffic goals

• Social media growth/investment

• Continuous Outbrain campaigns

• LEVERAGE DATA (and tools)

• Communication & collaboration

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2015 Endless possibilities.

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Where are we now?

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Strength in Numbers

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Everybody loves bacon.

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2015 Traffic

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2012-2015 Yearly Traffic

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2015 Challenges

• Continuing to raise the bar

• Organizational change

• Revenue & advertising

• Increased demand for content on all channels

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Paul Matsen, CMO

“The work of our Health Hub team plays a critical role in building

the national reputation of the Cleveland Clinic. Our unique and

engaging content helps to make digital communications the

leading source of new awareness for the Clinic. Leveraging the

Health Hub as a communications platform has become a core

strategy for our brand and individual service lines. The creativity

and integrated thinking of our Content Marketing team has been

a key driver of our success.”

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Content is a

Great Unifier

Content

Marketing

Corporate

Comm.

Service

Line

Marketing

Content

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#CCAnimalHouse15

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“Each of us has a fire in our hearts for something.

It’s our goal in life to find it and keep it lit.”

– Mary Lou Retton

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