Case Study: HCA Healthcare achieves enterprise-wide content scaling and 115% YoY social engagement growth with Skyword

How HCA Healthcare Scales Content Across the Enterprise

HCA Healthcare’s enterprise content team was charged with creating, curating, and distributing clinically vetted assets across a hugely distributed network—more than 175 hospital brands, physician groups, urgent care centers and their many local channels. As the Content Catalyst repository grew, the team needed an analytics solution to prove demand for corporate content—tracking how affiliates published assets—and to measure the content’s audience impact.

Using Skyword Intelligence and Skyword Data & Insights Services, the teams built a tagging and tracking data model to follow corporate content across hundreds of digital properties and produce monthly reports. That work enabled themed content suites (like “snackable” posts and customizable “Local Legends” templates), sharper targeting, and measurable goals—delivering a 115% YoY increase in social engagement for key service lines, 9,000+ documented posts YTD in 2019, 175+ brands audited, and more than 4 million Facebook reach YTD.

HCA Healthcare

Thad Taylor

Director of Content Strategy