The challenge

Carilion Clinic, a regional nonprofit hospital system in Virginia, needed more than 200 new pages of condition, treatment, and service line content. Their existing site leaned heavily on technical, high-reading-level language, with little narrative or patient-focused storytelling. The internal team lacked the staff and expertise to take on such a large-scale project, and they needed a partner who could deliver accurate, patient-friendly content at scale.

Our approach

Partnering with a digital consultancy, WelshLee Creative stepped in to manage the editorial process end-to-end.

We:

• Built and maintained an Airtable database to track assignments, reviews, and approvals.

• Onboarded and managed a team of writers.

• Audited current content and pitched new condition, treatment, and service line pages for 15 specialties.

• Conducted interviews with subject-matter experts (SMEs) to finalize the page list and gather information about the internal workings of the specialty to draft the pages.

• Drafted and edited the content to the clients specifications.

• Coordinated and executed stakeholder reviews alongside project manager and the client’s internal team..

By establishing workflows and templates early, we streamlined a complex process and kept the project moving forward smoothly.

The work

Our team produced 200+ pages tailored to the hospital system’s offerings, including:

• Condition overviews written in accessible, patient-friendly language.

• Treatment descriptions that balanced clinical accuracy with clarity.

• Service line landing pages are designed to guide patients to the right care.

All content was delivered as copyedited Word documents formatted for web readiness. Each page included meta descriptions, page titles, URL suggestions, internal linking opportunities, and related content recommendations.

The results

The hospital system received a consistent, patient-centered library of content that was web-ready and easy for their internal team to implement. While the project is still being finalized, early feedback has been positive, with clinical service lines responding well to the new approach.

We created new content for 20 service lines, including:

• Gastroenterology / Digestive Care

• Sleep Care

• Bariatrics / Weight Loss Care

• Oncology / Cancer Care

• Mental and Behavioral Health

• Primary Care / Internal Medicine 

• Otolaryngology / Ear, Nose, and Throat Care

• Allergy & Immunology / Allergy Care

• Geriatrics / Elder Care

• Pulmonary / Lung Care

• Endocrine / Diabetes, Adrenal and Thyroid Care

• Rheumatology / Bone, Joint, and Muscle Care 

• Imaging, Radiology & Radiation

• Orthopaedic Care

• Cardiology / Heart Care

• Dentistry / Dental Care

• Pediatrics / Carilion Children's

• Urology

• Ob-Gyn / Carilion Women's

• Neurology and Neurosurgery / Brain and Spine

The streamlined, repeatable process we developed also positions the client for more efficient large-scale content projects in the future.

Takeaway

By combining editorial expertise with deep knowledge and strong systems WelshLee Creative transformed a complex, technical content challenge into a scalable process. The result: a patient-facing content library that helps people find health information and services they need, whether through Google search or emerging AI-driven tools.