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Content Strategy by Noz Urbina, Rahel Anne Bailie

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Case Study: Nurturing the Health of Corporate Content

Content strategy is far more than a cosmetic exercise. To stretch the metaphor, content strategy goes beneath the skin and looks at how to improve corporate health.

The Organization

This case study looks at a top life sciences company that has a large line of chemical and hardware products that are sold around the world for use in labs and hospital emergency rooms. When a patient comes in, possibly unconscious, various tests must be done before physicians can begin administering treatment. This company’s machines are used to conduct the tests, and their chemical products are used in the machines during each test.

Because the users are medical staff, not technicians, and because ...

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