Our work is driven by a simple but powerful idea: position University Hospitals as a nationally trusted health authority by delivering clinically-driven, patient-centered content wherever and however people seek health information.
The University Hospitals website has experienced exponential growth since implementing a mobile-first redesign and patient experience. This growth has been driven by improved search optimization efforts, keyword-rich clinical content and a seamless user experience. Together, these efforts continue to capture millions of pageviews annually and extend their impact through a strong, coordinated social media presence.
At the center of this growth is the University Hospitals blog and its supporting microcontent formats. The Science of Health shares clinician-driven, authoritative health content. As a leading health system in the United States, we recognized an opportunity to serve patients earlier and more meaningfully in their healthcare journeys. The goals of the blog are twofold:
By aligning clinical and scientific credibility with patient-friendly information, The Science of Health blog strengthens brand trust, deepens engagement, and guides patients toward confident, informed healthcare choices.
It’s more important than ever to deliver content that cuts through the digital noise. Our team develops original, consumer-friendly and actionable healthcare content for our audiences. Creating once and publishing everywhere, our surround-sound content translates complex medical data into digestible health information.
We tackle complex health information in partnership with clinical experts to create content that meets patients at every step of the journey. Our blog content is also a significant differentiator as we navigate the impact of AI on the search environment.
Our marketing team is small but mighty, which means we need to make sure everything we develop works hard for us by repurposing content to extend our reach and leveraging owned channels to showcase that content. A core team meets on a regular basis to review and identify health topics which will have relevance to our audience. Ideas for content may come from current events, service line marketing managers, or data and insights from existing content.
A topic may generate additional microcontent to be promoted in more digestible formats, tailored to both established and emerging platforms. An idea that starts as a blog may become an infographic for Instagram or a reel for TikTok. The team is always looking to experiment with new ways to reach people, while continuing to share patient stories, which remains a key pillar of our patient-centric content strategy.
We have a rigorous content development, review and approval process that powers our team:
Our blog content continues to outperform year over year, demonstrating the value of our content to our audiences:
