Project Overview
Medical News Today (MNT) is a prominent health information platform, attracting over 85 million visitors monthly with its extensive array of medical news and in-depth health articles. In January 2023, I joined the MNT team to enhance the visual appeal and engagement of their content, collaborating across various editorial departments to integrate compelling visual elements.
My Role and Contributions
Cross-Functional Collaboration: Engaged with editorial teams, including editors, copy editors, SEO associates, and marketers, to align on content strategies and visual integration, ensuring a cohesive approach to article presentation.
Creative Asset Management: Led a team of photographers, illustrators, and designers to produce high-quality visual content—such as photography, illustrations, infographics, and interactive elements—that complements and enhances the written material.
Content Volume Management: Developed efficient workflows to manage the high volume of publications, ensuring that each of the approximately 400 articles published monthly received appropriate visual support without compromising quality.
Outcomes
Enhanced User Engagement: The integration of diverse visual elements led to increased reader engagement, with metrics indicating longer time spent on articles and higher interaction rates with interactive content.
Improved Content Quality: The collaborative efforts resulted in more informative and visually appealing articles, aligning with MNT's commitment to providing accessible and trustworthy health information.
Streamlined Production Processes: The establishment of clear workflows and prioritization strategies enabled the team to efficiently handle the substantial publication volume, maintaining high standards across all content.
By fostering collaboration among editorial and creative teams and implementing strategic visual enhancements, we elevated the quality and engagement of Medical News Today's content, reinforcing its position as a leading source of health information.