Digital Publishing Management

Client  Providence St. Joseph Health


Skills  Content Strategy, Editorial Calendar, Copywriting, Graphics, SME Sourcing, Platform & Project Management


Providence St. Joseph Health is a leader in American health care, with dozens of hospitals, hundreds of clinics and more than 100,000 caregivers located throughout seven western states.

Our top-level editorial task is to optimize multiple blogs within the Providence family of organizations. We grow customer engagement and brand loyalty at every stage of the conversion funnel by presenting trustworthy, informative and motivational health information that readers can rely on. A blog that increases people’s ability to proactively manage their health contributes to healthier communities, and each blog is an online resource that delivers actionable advice from trusted experts.

To achieve our client’s goals, we developed a four-pillared blog strategy: (1) showcase authority by making all content clinically valid; (2) demonstrate the breadth of health services offered within the Providence system; (3) entice consumers to explore to find care, locations and doctors; and (4) practice agile editorial planning by using data to understand what resonates with consumers.

Our execution includes multi-brand, multi-region representation of insights and knowledge, forward-looking editorial calendars with flex points for opportunistic articles, and cross-disciplined coordination that ensures content is accessible to our audience. We manage teams of creative producers, source subject matter experts, and develop relevant and original topics based on trending searches, industry developments, and social media listening.

To measure our success, we adopt a metrics-based strategy that aims to constantly improve the quality of the blog by identifying the most useful KPIs and capturing insights on the types of content that drive conversions, the channels visitors use to reach the blog, and the demographics of those visitors.

Our blog strategy successfully came together to deliver significant performance gains in organic traffic, email traffic, and conversions such as viewing a doctor’s profile, watching a video, or subscribing to a newsletter.

With a sustained focus on quality and strategic distribution, the blogs we manage saw, and continue to see, positive growth year over year.

Further, we specialize in ideating, developing, and launching special projects for clients who are ready for strategically sound experimentation. Providence challenged us to effectively combine creativity and consumer education in a novel way not seen every day in health care. We delivered on all fronts with Health Myth Busters, a series of humorous influencer videos that was both engaging and clinically accurate while dispelling common health misconceptions. Releventure oversaw the creative from start to finish, writing the scripts, managing the talent, producing, directing and editing the videos, and providing assets for the landing pages.

Our work has earned Providence recognition for its blogs in industry awards programs in the fields of content marketing and health care marketing.

 

Our partnership with St. Joseph Health began with creative copywriting and grew to include end-to-end digital publishing management, encompassing everything from topic ideation to Subject Matter Expert (SME) approvals. The partnership strengthened and diversified when Providence Health & Services and St. Joseph Health joined forces to create Providence St. Joseph Health.

To efficiently manage this project and the St. Joseph Health brand’s publishing calendar, Releventure developed a comprehensive content editorial and production calendar. This management system was designed specifically with our clients’ multi-format content needs in mind, allowing for intelligent production workflows and streamlined approvals dependent upon the desired asset.  We even developed an improved SEO strategy for HealthCalling.org.

In this particular case, St. Joseph Health needed news-based articles and lifestyle blog posts for their HealthCalling blog, a collection of healthy living and wellness pieces to keep their patients connected and informed. These blog posts often require physician approval or interviews, and, as we’re sure you can imagine, physicians don’t exactly have a ton of time to spare for operational tasks. The SME approval process became the most difficult and time-consuming stage of the content production and publishing process, until we took it over and incorporated it into our overall digital publishing management strategy. This not only increased the efficiency of the process, but it allowed for St. Joseph Health’s internal marketing team to breathe again, freeing up time for more big picture items.

We’ve written hundreds of newsletters, articles, and blog posts for St. Joseph Health. HealthCalling has gone on to place as a finalist in the Content Marketing Awards and win Best Blog Engagement at the Impact Awards. Check out our work at HealthCalling.org.