We are seeking an empathetic, data-minded Content Lead to support B2C patient engagement content strategy across multi-channel consumer touchpoints for hospital networks and health systems. In this role, you will be the communication architect of the patient journey—turning stressful medical decisions into clear, reassuring, and actionable digital communication. You will combine compassionate storytelling with advanced SEO and Answer Engine Optimization (AEO) skills to ensure patients find trusted, medically sound answers across traditional search engines, conversational AI, and health system websites.
- Patient Journey Strategy: Map and build full-funnel B2C content strategies—from wellness/prevention and symptom discovery to service line selection, preparation, and post-care recovery.
- AEO & SEO Optimization: Engineer content specifically to answer natural-language, conversational patient queries across Google AI Overviews, ChatGPT, Perplexity, and voice search. Implement structured data to dominate local health queries and zero-click search results.
- Empathetic Patient Writing: Author plain-language patient guides, condition/procedure web content, service line landing pages, physician-finder resources, and preventive health campaigns. Translate complex clinical terminology into easily digestible, reassuring content.
- Writing for Conversion: Strategize and write effective performance marketing copy for campaigns spanning digital advertising, conversion-focused landing pages, long-form content and other supporting assets, such as interactive guides and emails.
- Patient Acquisition & Retention: Develop ongoing engagement touchpoints—including post-visit care guides, health newsletters, interactive symptom quizzes, and chronic disease management content that keeps patients connected to the health system.
- Clinical Collaboration & Compliance: Interview physicians, clinical nurse specialists, and patient advocates to ensure 100% medical accuracy. Maintain rigorous adherence to E-E-A-T standards, HIPAA guidelines, and clinical review workflows.
- Impact Measurement: Support insight development and reporting on content performance metrics including organic discovery, engagement, appointment booking conversions, and AI engine citation frequency.
Required Qualifications
- Experience: 5+ years writing and strategizing B2C healthcare content, with direct experience crafting patient-facing materials for hospitals, health systems, or digital health platforms in-house or at an agency.
- SEO/AEO Mastery: Proven experience ranking patient-focused content for high-intent medical queries, featuring a deep understanding of natural language processing and how patients search for care.
- Health Literacy Focus: Exceptional ability to write with empathy, clarity, and cultural competence for diverse patient populations navigating complex care decisions.
- Tech Stack: Proficiency with health CMS environments (Sitecore, WordPress), SEO tools (SEMrush, Ahrefs), web analytics, and AI tools for research, and content production.
Preferred Qualifications
- Experience developing content for patient portals (e.g., MyChart/Epic) or CRM-driven patient nurture campaigns.
- Background in healthcare communications, literacy or patient advocacy.
True North Custom (“TNC”) is an Equal Opportunity Employer and prohibits discrimination and
harassment of any kind. TNC is committed to the principle of equal employment opportunity for all employees and to providing employees with a work environment free of discrimination and harassment.
All employment decisions at TNC are based on business needs, job requirements and individual qualifications, without regard to race, color, religion or belief, national, social or ethnic origin, sex (including pregnancy), age physical, mental or sensory disability, HIV status, sexual orientation, gender identify and/or expression, marital, civil union or domestic partnership status, past or present military service, family medical history or generic information, family or parental status, or any other status protected by the laws or regulations of the locations where we operate. TNC will not tolerate discrimination or harassment based on any of these characteristics.
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