Case Study: Cardinal Health achieves 3X traffic growth with Contently

A new content distribution strategy turned Cardinal Health into one of the healthcare industry’s top publishers

Cardinal Health’s digital publication, Essential Insights, serves a specialized audience of health system professionals, pharmaceutical manufacturers, retail pharmacists, and physician offices. Despite commissioning higher-quality journalism, the team relied on organic social sharing and found engagement plateaued—the content was stuck in the middle of the funnel and not reaching new, top-of-funnel readers.

Partnering with Contently, Cardinal Health implemented a content calendar and targeted distribution strategy that included paid social on Facebook and LinkedIn, Outbrain testing, headline and audience research, and compliance workflows for healthcare regulations. The program sped up promotion, supported email marketing, and delivered strong outcomes: average monthly site traffic tripled (300% increase) and newsletter subscribers rose by about 200%, adding thousands of targeted readers.

Cardinal Health

Stephanie Pavol

Corporate Communications Manager