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Healthcare content marketing: the Northwell case

From 2020 through 2022, content in the healthcare sector has been extremely important and the way it reaches audience has more than ever needed to be on the point to combat misinformation and manipulation.

In 2017, healthcare provider Northwell (USA) faced a situation where misinformation, bad content and overall distrust were rampant and it needed to find a way to reverse the situation and it decided to launch The Well, a digital magazine that focused on trustworthy, in-depth and relevant health content destined for the general population, its clientele.

Over the years, it has grown to be a fairly large endeavour, with its engagements (pageviews, etc.) on the site soaring to 3.6 million in 2020 when the COVID-19 pandemic hit, about three times what it was the previous year.

What made this happen was a consistent approach to quality content over multiple years, which built its credibility and its organic reach (as we often say at Toast, a content marketing program is a marathon, not a sprint).

In a Content Marketing Institute article, Ann Gynn, sat down with the team at The Well to discuss the current state of the content hub, its performance, its challenges (as during the pandemic, budgets were actually cut and they had to do more with less).

In the article, you will be able to discover:

    • Their monthly idea process;
    • The handling of breaking news;
    • The results they bring in.

A must-read for any marketer who is looking into optimizing their own content hub or currently evaluating the potential benefits of starting one.

If this is your case, do reach out to the team at Toast, we have been supporting brands in the strategy, production and deployment of their content hubs for a decade now.