Content Marketing: How Cleveland Clinic Turns Health Care News Into Compelling Stories

The Storytelling Edition

This Case in Point is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Categories: Branding, Communication Strategy, Techniques & Tactics

Case in Point

Case in Points are online, interactive case studies that are focused on various industry topics within communications. Each Case in Point is 75-minutes in length and the interaction will be tied to a private, online community. The online community will encourage participation through videos, suggested readings tied to the topic and through conversing with other attendees before and after the live session.

For the second year in a row, Cleveland Clinic earned the No. 2 spot in U.S. News & World Report’s 2017-2018 Best Hospitals. This is just one of the proof points demonstrating the strength of its reputation. But in today’s fragmented media world, what’s the best way to break through and continue to tell the stories that drive and build that well-earned prestige?

Eileen Sheil, Executive Director, Corporate Communications, Cleveland Clinic will discuss how she and her team are evolving their media strategies into the digital world by creating the Corporate Communications Dept. of the future. “The overall concept is to evolve more as storytellers by self-publishing news that is unique to Cleveland Clinic," she says.

By the end of this Case in Point, participants will be able to:

  • Understand how to drive change to amplify media coverage.
  • Identify the skill sets needed in an ever-changing communications environment.
  • Discover the metrics that matter to today's communications professionals.

This Case in Point is Sponsored by ContentOro


Eileen Sheil, executive director, corporate communications, Cleveland Clinic

Photo of Eileen Sheil

As Executive Director of Corporate Communications for Cleveland Clinic, one of the largest academic medical centers in the U.S., Eileen Sheil oversees internal and external strategic communications, crisis and issues management and media relations, and serves as the chief spokesperson for the health system locally, nationally and internationally.


Participants with the APR credential earn 1.0 APR Maintenance Credit for a Case in Point session. Learn more about Accreditation renewal.