2016 Social Media Awards: Blog

Winner: McMurry/TMG - Health Essentials From Cleveland Clinic

Health Essentials is a blog that includes medical, health and wellness news, information and insights from Cleveland Clinic's experts.

Thanks to the efforts of McMURRY/TMG, a leading content marketing agency in the U.S., Health Essentials has been designed to be fast and flexible to address breaking news and trending topics in health and medicine. It focuses on a healthy mix of medical myth busting, tips for managing diseases and conditions, commentary on trending healthy topics from Cleveland Clinic’s experts, and news, all in a variety of formats.

The response to Health Essentials has been nothing short of overwhelming. As of November 2015, the site delivers over 4.3 million pageviews to more than 3 million unique visitors each month. Approximately half the site's traffic comes from organic search results, with social media representing the next largest source of visitors. Strong showings in search and social reflect both the high quality and "shareability" of Health Essentials content.

Facebook has been a major target for growth in tandem with Health Essentials—and using Health Essentials content, primarily. Facebook likes have grown from 75,000 at launch to 1.5 million today.

Tactics for the blog include: the use of “featured experts”—Cleveland Clinic’s trusted clinical bloggers, supported by ghostwriting and editing; full integration with social media—Facebook posts, Tweets and Pins are not an afterthought; use of a healthy variety of content types and formats, including experimenting with new types (e.g. quizzes and visual listicles) as they become available; ongoing optimization, including basing future story planning on top-performing topics and formats; strategic embedded links and calls to action, but no overt marketing of specific products or services.

Honorable Mentions:

  • The Coca-Cola Company - Coca-Cola Journey
  • Liberty Mutual Insurance - The Torch: A Guide To Safe & Smart Living
  • O'Reilly DePalma - SteamTherapy Blog for MrSteam
  • USANA Health Sciences - What's Up, USANA?
  • Workfront - Structure vs. Creativity