A Digital Magazine Helps Tell Cleveland Clinic’s Story — Beautifully

By: Hileman Group  | 03/31/2020

Recently recognized as the second-best hospital in the world, Cleveland Clinic is both a medical pioneer and a healthcare powerhouse, providing millions from around the world with innovative, patient-centered care. It’s also a nonprofit. And that means strong relationships with its donors are critical.

With plans to expand its footprint, Cleveland Clinic launched a $2 billion fundraising effort in 2019 to fund new facilities, training and research. To achieve that goal, they needed help from the right tool and the right partners.

The Challenge

To strengthen its connection to high-level donors, Cleveland Clinic wanted to create a digital experience of its exclusive print publication, Cleveland Clinic Magazine, which spotlights the people and programs that propel the organization’s mission. The healthcare provider wanted to provide more than just a digitized copy.

In the words of Cleveland Clinic Magazine editor John Soeder:

We sought a sophisticated online product that would not only inform and inspire readers but reward them with compelling extras, including expanded stories and exclusive videos.

Beyond being attractive, it needed to be easy-to-navigate, mobile-friendly and offering a fresh, distinctive look. Above all, its content and visual storytelling would need to compel visitors to join this important fundraising campaign.

CCF-Morton-Callout-4.pngThe Solution

Created entirely in HubSpot, the semiannual digital publication is a fully functional website composed of several customized landing pages, each featuring an inviting design and interactivity. As the user scrolls through the cover story, content flies in from each side for a dynamic experience.

With a need for flexibility, the magazine’s landing pages were built using a modular design. Encompassing separate modules for text, video, pull quotes, a photo gallery and sidebars, this ensured it would be easy to add or update content. Now, a member of Cleveland Clinic’s editorial team can drop in content or even create new pages without having to touch code or involve a developer.


At the same time, consistency among page templates creates a sense of unity despite the many diverse stories the magazine now tells. 

Finally, by creating a streamlined experience across devices, the mobile-friendly design allows for faster download speeds and an improved viewing experience.

What We Did

  • Multifunctional modular website build
  • Search engine optimization
  • Performance and analytics tracking

The Results

After launching January 9, 2020, the digital magazine has had a strong performance through the first week of March:

  • Bounce rate: < 43%
  • Average pages per session: 3.23
  • Unique pageviews: 7,444
  • Total pageviews: 9,801

The Impact

Since the magazine’s launch, the feedback has been overwhelmingly positive — from the Clinic’s internal leadership to individual donors. According to editor John:

We’re thrilled with the response to the new digital edition . . . On all counts, the digital magazine that Hileman Group created with HubSpot delivers. We’ve received universally positive feedback from readers, with comments ranging from “visually dazzling and intellectually provocative” to “very cool” to “top-notch.” The digital magazine also has been embraced by colleagues within Cleveland Clinic, who are cross-promoting our content across the health system’s internal and external channels.

The magazine’s modular, mobile-friendly design, intuitive navigation and attractive, humanized imagery combine to deliver a strong user experience, from first glance to donation.

To talk with us about the work that Hileman can do using platforms like HubSpot, contact us.



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