Case Study: Cardinal Health triples monthly site traffic and grows email subscribers 200% with Contently

How Cardinal Health Mastered Paid Content Distribution

Cardinal Health, a Fortune 500 healthcare services company, publishes Essential Insights for health system professionals, pharma manufacturers, retail pharmacists, and physician offices. Although the team produced high-quality journalism, engagement plateaued because the brand relied on organic social sharing and the content was stuck in the middle of the funnel as platforms reduced organic reach. Cardinal Health needed a distribution strategy that would reach top-of-funnel audiences and drive measurable business outcomes.

Partnering with Contently, the team built a paid distribution program—researching target segments, testing headlines, addressing regulatory guardrails, and concentrating spend on Facebook, LinkedIn and native platforms like Outbrain—while streamlining promotion into a one-day execution. The program tripled average monthly site traffic and increased email subscribers by about 200%, bringing thousands of new readers and the internal momentum to scale content initiatives.

Cardinal Health

Stephanie Pavol

Corporate Communications Manager