Our Work » Cleveland Clinic
Industry:
Healthcare
Cleveland Clinic’s goal was to reenergize its magazine and online content

Cleveland Clinic, rated the 4th best hospital in the United States by U.S. News and World Report, is rising quickly as one of the top medical centers in the world.

Objectives:

  • Reenergize its donor magazine and launch a consumer health site to reach a wider audience.
  • Increase brand awareness that reflects the institution’s status nationally and internationally.
  • Convey its groundbreaking medical innovation in research and practice.
  • Increase donor awareness and help fund continued growth, patient care, and innovation.

The award-winning magazine and new website foster fresh engagement

Strategy:

  • Assemble a team of respected medical editors and writers, art directors, photo editors, project managers and digital professionals to reimagine the content and expand it across multiple media.
  • Create a lively, award-winning magazine that engages an intelligent readership with informative stories on clinical and research innovations.
  • Extend the custom magazine’s content by launching ClevelandClinicHealth.com, a consumer health and wellness information center.
  • Reinforce the Cleveland Clinic brand as a thought leader and top source of the most current wellness and prevention information.
  • Develop new marketing programs, including targeted emails and e-newsletters.

The integrated content reaches a larger audience, driving traffic and action

Results:

  • Significant increase in website traffic overall.
  • Ten-fold increase in website traffic when the e-newsletters are released.
  • Financial donations from readers pushed total revenue to one year ahead of goals.
  • 90% of readers find the magazine valuable.
  • Increased engagement in the website, especially through readers sharing their personal stories and providing feedback.
  • Many readers have referred a family or friend, made a financial donation or changed their behavior in some way.

"Cleveland Clinic engaged TMG to build our new consumer health information website. TMG executed the website on budget and on time, helping us to further our goal of bringing high quality health information to a national and international audience."
Cynthia Galbincea, Executive Director Marketing and Communications
Cleveland Clinic