University Hospitals

Engaging Content + Technology That Builds Connections

MERGE revitalized a strategic approach to content, including interviewing hundreds of specialists and writing thousands of web pages over the past decade. Over our long partnership together, we've been able to improve results significantly.


  • Integrated Content Strategy

  • Content and SEO Audits

  • Gap Analysis

  • Detailed Information Architecture

  • Content Development


University Hospitals is a broad-based health system that serves over 1.2 million unique patients in the highly competitive Northeast Ohio market. With numerous acquisitions over the last decade, they needed a more focused and system-based approach to content with more robust integration of critical messages and differentiating factors.


After working with University Hospitals for over nine years – and with decades of digital healthcare experience across health systems and academic medical centers, our MERGE team was able to elevate University Hospitals’ content strategy. With a focus on priority service lines and expanded services content, we also integrated comprehensive conditions for a patient-first approach.


Starting with a full website and content/SEO assessment and general usability assessment, the MERGE team developed a 2,800-page detailed IA, complete gap analysis, and master project plans. We conducted 121 SME interviews and wrote an additional 427 pages of content, including keyword research with comprehensive keyword and condition integration across the new website.



Increase in organic traffic


Increase in mobile traffic


Increase in self-scheduled appointments

MERGE delivered content strategy excellence and executed that strategy beautifully with substantial clinical knowledge in SME interviews and consumer-focused writing.

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