eDoctors: Content Revitalization & Audience Growth

Content Strategy, Content Direction, Product Ownership, Content Team Leadership, Cross-functional Collaboration, Business Alignment

Overview

The eDoctors group consisted of a portfolio of 30-some niche consumer health content, community and physician directory websites designed to drive leads to our physician clients.

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 resulting in retention loss.

Approach

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

• Elevated content quality and trust signals through comprehensive audits, refreshed style guides, and medical board oversight. Introduced gap analyses to identify under-served, high-intent health topics, prioritizing them in the SEO roadmap.

• Resurfaced and restructured thousands of Q&A and article pages to directly answer patient search intent, resulting in major gains in organic visibility.

• Implemented schema markup, structured data, and technical SEO standards in collaboration with engineering teams to future-proof site performance and enhance E-E-A-T signals.

• Directed a content organization of 3 full-time editors and a rotating network of freelance writers and physician contributors, building workflows that scaled quality control while increasing output and speed.

• Repositioned legacy health properties as modern, high-value assets, migrating sites from obsolete proprietary systems to a unified, flexible PHP-based architecture. Oversaw major website transitions.

• Collaborated cross-functionally with product and design leadership to overhaul navigation, UI, and UX, ensuring a consistent, trustworthy experience across the portfolio.

• Introduced lead-generation tools and analytics dashboards that tied content performance to business outcomes, moving the focus from pageviews to measurable ROI.

• Built a culture of continuous improvement, instituting editorial governance, performance reviews, and documentation to support long-term scalability.

  
  Results

  The eDoctors portfolio evolved from a legacy collection of under-performing websites into a dynamic network of authoritative health destinations. We achieved sustained year-over-year organic growth, improved engagement and conversion metrics, and modernized the technical and editorial foundation. The transformation elevated content performance and re-established the unit’s strategic value within the company’s broader health vertical.