How it started

Providence, a healthcare system full of people brimming with heart and passion, had expanded to new regions, acquiring hospitals and bringing on new teams – all of whom had local subject matter expertise.

They needed guidance on an enterprise strategy that would help content creators across the enterprise create and share brand-aligned content that would develop and deepen relationships with the communities Providence served.

What we did

After conducting interviews with creative teams across every region, Program 11 developed a content ecosystem model showing all of the touchpoints where content lives and who it serves.

The a-ha moment: Providence’s challenges were less cultural and more organizational. People wanted to be cohesive and really believed in Providence values, but the team structures encouraged more silos than sharing.

With these insights, we delivered an actionable, multi-channel, cross-team content framework built on a centralized model where content standards are created and governed.

How it’s going

Today, distributed teams continue creating content for their respective audiences, but are coordinating more seamlessly thanks to the shared content calendar and workflows we introduced. These workflows include editorial planning, content creation and submitting, content reviewing and moderation, and content publishing.

The new content efforts have increased brand authority by giving creators a simple way to help create and share content and stories to Providence’s employees, patients, and communities. The efficiencies gleaned means that the teams are able to create a wider array of content types to meet audience needs.

Most importantly, our recommendations have helped Providence demonstrate the humanity behind the brand by creating a system where teams could create relevant, timely, and compelling content experiences.