Building a healthcare content engine

When I joined, the opportunity was not just to create more content. It was to build the system that could make content more strategic, more consistent, and more useful across the business.

The work started with immersion. I studied the product, service model, audience, competitive landscape, existing content, brand language, and internal workflows. I met with stakeholders across marketing, growth, product, clinical, design, and leadership to understand what the business needed content to do: educate consumers, build trust, improve organic visibility, create reusable campaign assets, and connect more directly to conversion.

From there, I helped build the operating system behind the content function. That included auditing the blog and channel mix, identifying content gaps, developing editorial priorities, onboarding writers, creating stronger briefs, and setting expectations for SEO-friendly, clinically accurate, consumer-readable content. Each assignment was designed to produce more than a blog post. Writers were asked to think through the full content ecosystem, including the search intent, social hook, newsletter angle, landing page opportunity, internal links, and potential paid or organic distribution.

I also built workflows to make the system scalable. Content moved through a clearer path from brief to draft, medical review, legal review, design, social, video, CMS publishing, and performance tracking. The goal was to protect accuracy without slowing the team down. We used Webflow for publishing, Google Analytics for web performance, Sprout Social for social insights, and Iterable for newsletter performance, with reporting focused on what mattered most: audience growth, engagement, organic visibility, newsletter performance, and revenue-influenced conversion.

The result was a more mature content engine: clearer editorial standards, faster production, better cross-functional alignment, stronger channel integration, and a content function that could support brand, growth, education, and sales at the same time.

What I built

- Content strategy and editorial roadmap
- Blog and SEO content workflow
- Writer briefs and assignment system
- Medical/legal review process
- Social, newsletter, and landing page extensions
- Reporting across web, social, newsletter, and conversion
- Brand voice and messaging standards
- AI-assisted workflows for speed, structure, and consistency

Business impact

- Improved speed-to-publish
- Increased newsletter-attributed revenue
- Grew blog-attributed revenue
- Created a repeatable system for cross-channel content production
- Helped connect content more directly to growth and conversion

See the blog here: https://prenuvo.com/blog

And social here: https://www.instagram.com/prenuvo/

*Ads and newsletter examples available upon request.