Inside Look at Two Health Systems and How They Achieve Success with Content Marketing

May 22, 2024

Ochsner Health’s and Ohio State’s well-developed content hubs consolidate and showcase their organizational strengths, and as important, provide answers to the questions site visitors search for.

// By Jane Weber Brubaker //

Jane Weber BrubakerWhat’s the best way to attract the attention of your target audience — and once you get it, how do you keep them coming back for more? One way is to create great content that’s easy to find online.

In this article, we take a close-up look at two health systems that took home Platinum awards for Best Healthcare Content in the 2023 eHealthcare Leadership Awards: Ochsner Health and The Ohio State University Wexner Medical Center.

The content marketing teams in these organizations took different paths for different reasons:

  • Ochsner Health continued expanding and refining an established approach that has been driving growth for 10 years.
  • Ohio State created a new, comprehensive content hub to meet the communication needs of a complex academic medical center.

We looked back at their winning entries, and because nothing in health care ever stands still, we spent some time on their sites to understand how their content strategies are playing out in real life today.

Here, we share the highlights of their content journeys and see how their strategies work to attract site visitors and drive organizational success.

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