eDoctors: Content Optimization & Audience Growth

Overview

The eDoctors group consisted of a portfolio of 30-some niche consumer health content, community and physician directory websites.

Challenge

Despite large content libraries, user traffic was stagnant. Editorial and product efforts lacked a cohesive vision, and there was minimal audience research to guide priorities. Teams worked in silos, limiting coordination and innovation.

Approach

• Took ownership of the portfolio’s direction, aligning editorial, product, and design teams around a unified growth strategy.

• Resurfaced and restructured Q&A content to answer high-intent patient queries and drive organic website traffic.

• Championed schema markup and technical SEO, partnering with engineers to ensure best practices.

• Introduced lead-generation tools to move beyond traffic and drive tangible business outcomes.

• Built an SEO-driven roadmap grounded in fresh audience research and market analysis.

• Rallied design and product teams to overhaul navigation and user experience, increasing trust and usability.

• Established editorial guidelines and governance to ensure sustainable quality and scalability.