Cleveland Clinic can trace blog revenue—but pushes a broader strategy

The Ohio-based hospital tracks readers who end up as patients, but that’s not what drives the editorial decisions of its powerhouse blog, Health Essentials.

Most hospital communicators would be ecstatic if they could trace the revenue that comes in through a blog post.

The people running Cleveland Clinic’s Health Essentials can do just that, but such information is secondary to the real mission.

The famed hospital’s health blog—which has 3 million readers a month and hopes to hit 4 million in October—would not be the powerhouse it is if it spent all its time touting colonoscopies and bariatrics surgery.

“Our ultimate objective with the Health Essentials blog is not about patient volume,” says Amanda Todorovich, content marketing director. “It’s really more national brand awareness.”

The clinic’s goal is to reach broadly and build its international reputation as a leader in health care. It is, after all, a global health system, with facilities in Toronto, Abu Dhabi, Las Vegas and Florida, in addition to its main campus in Ohio.

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