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A research-grounded strategy — audience survey, keyword analysis, content audit — that shaped a 7-pillar content architecture and a multi-format programme timed to the launch of Well's GLP-1 medication service.
Clarity. Accuracy. Relatability
Content is both an art and a science. You can create beautifully crafted content while ensuring that it is clinically sound, precise and up to date.
Here are the things I think are most important in getting it right.
What I achieved
8.35%
£150
3×
Content lifecycle
The challenge
Entering a fast-moving, crowded market with content as the differentiator
Well Pharmacy was preparing to launch a weight management clinic offering GLP-1 medications — Wegovy and Mounjaro — through its online consultation service. It was entering a market that was expanding rapidly, attracting significant media attention, and carrying a high level of patient misinformation. Competitors were already active. The window to establish Well as a credible, trustworthy voice on medicated weight loss was narrow.
Well already had a Health Hub — a growing library of health information content with an established governance framework and a demonstrable relationship between content engagement and prescription revenue. The weight management strategy was an opportunity to apply that infrastructure to a specific, high-value commercial vertical, and to build a content programme timed to the clinic's launch.
Business challenge
User need
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