CONTENT STRATEGIST/CONSULTANT

PROBLEM

After acquiring dozens of hospitals and medical practices, Adventist Health System wanted to create a single brand experience. That meant merging together more than 30 separate websites and creating new content to ensure a consistent voice throughout.

AdventHealth hired 22squared to handle the new content development. While the agency was strong on the creative and editorial side, they lacked a content strategist who could guide the process and wrangle all the moving parts.

SOLUTION

We teamed up with 22squared to manage the workflow of the Adventist Health project (and be a strategic sounding board.) We outlined a process to brief writers (who worked out of 3 separate cities), collect input from technical and SEO teams, and move content through many rounds of internal and external revisions.

To keep things organized (and moving), we structured the entire project in Gather Content and served as the “super user” throughout the project — training our team, training client approvers, and managing all changes and updates.

Between the dozens of stakeholders and approvers (both at the corporate and regional/hospital levels) and the highly-regulated healthcare industry, developing content for the site was no small feat. But we met the deadlines without exception, helping AdventHealth launch its beautiful new website on time.