This approach is part of the reason that hopkinsmedicine.org saw the highest percentage increase in visitors among the websites of the top 10 hospitals in the country in 2014. Stacia Jesner, senior Web content strategist in the Marketing and Communications Department, shares one example of how it works.

“Sharon,” a young mother of twin girls from Delaware, might read a Johns Hopkins breast cancer infographic that catches her eye on her personal Facebook feed during Breast Cancer Awareness Month—even though she wasn’t thinking about breast cancer. But three days later, when her older sister is diagnosed with invasive ductal carcinoma, Sharon remembers the infographic. This leads her to visit hopkinsmedicine.org, where she reads expert content about symptoms, staging and diagnosis. Then, she investigates treatment options so she can better understand and support her sister.

As a relative, Sharon might also seek out information about breast cancer research. She also may be more vigilant about scheduling her own mammograms and will possibly look into 3-D scans.

Health awareness month content packages and their supporting social media campaigns bring together expert content from all of these Johns Hopkins Medicine points, delivering it in relevant ways for audience members with multiple needs like Sharon. The Web team presents health awareness month packages for diseases like colorectal cancer, diabetes, heart health and prostate cancer. Check out the full lineup at hopkinsmedicine.org/health/awareness.

“Content is created in collaboration with stakeholders across the institution—clinical faculty, department administrators and researchers,” says Jesner. “Grouped in packages, the content is easier to find and presents the multidisciplinary approach many of these complex conditions require, which is the hallmark of Johns Hopkins Medicine’s patient-centered care.”