Mitchell MillerDignity Health Conditions & Treatments Library
Competitive-intelligence content library that became AEM migration leverage
Partners
Content strategy, medical reviewers, engineering, product, regional market leaders
Tools & Data
Screaming Frog, Semrush, CMS, AEM content fragments, schema markup, keyword and competitor crawls
Proof
Earned 80%+ stakeholder buy-in; the library later generated 1M+ organic visits/year and gave 34 healthcare markets a concrete reason to adopt AEM content fragments.
Interview Angle
Use this story when the interviewer cares about scale, execution ownership, cross-functional alignment, or turning messy data into a shipped system.
Problem
No unified SEO content strategy for conditions and treatments; 60+ legacy CMS environments had inconsistent structure; content capacity was limited to 5-6 new articles per month while WebMD, Mayo Clinic, Cleveland Clinic, and other medical-library competitors owned symptom and treatment intent.
System & Approach
Proposed the initiative in PI planning to 70+ stakeholders; crawled competitor medical libraries against a 10,000-term condition/treatment universe; sorted opportunities by monthly search volume, competition, service-line alignment, and publication effort; converted the resulting glossary/library strategy into modular AEM content fragments with reusable metadata, summaries, FAQ/schema fields, and local-market variations.
Proposed the initiative in PI planning to 70+ stakeholders
crawled competitor medical libraries against a 10,000-term condition/treatment universe
sorted opportunities by monthly search volume, competition, service-line alignment, and publication effort
converted the resulting glossary/library strategy into modular AEM content fragments with reusable metadata, summaries, FAQ/schema fields, and local-market variations.
Execution Pattern
This work required translating search and analytics signals into concrete requirements, aligning stakeholders who owned different parts of the system, and keeping the implementation tied to measurable business outcomes instead of isolated SEO tasks.
Outcome
Earned 80%+ stakeholder buy-in; the library later generated 1M+ organic visits/year and gave 34 healthcare markets a concrete reason to adopt AEM content fragments.
What this shows hiring managers
Ability to turn data science-style opportunity sizing into a scalable content product, then use that product as change-management leverage for enterprise platform migration.