— Case Study: Commons Clinic

Building a content operation from the ground up

  • Commons Clinic needed more than an editor. They needed an editorial infrastructure, including style guides, SEO strategy, freelancer management, and a voice that could translate complex medical care into trustworthy, readable prose.

  • ROLE: Content Editor (Contract)

    SECTOR: Health & Wellness/Medical

    TASKS: Medical Content, Editorial Infrastructure, SEO

    • 25+ longform articles edited & fact-checked

    • 25+ SEO article briefs developed

    • 10 freelance writers managed

    • 1 in-house style guide created from scratch

01: The Challenge

Commons Clinic provides minimally invasive surgical and conservative musculoskeletal care — a specialty area where accuracy, clarity, and patient trust aren't just nice to have. They're essential. When they brought me in, they needed someone who could edit complex medical content with precision while also building the editorial systems that would allow their content operation to scale.

The challenge wasn't just quality — it was consistency. Without a shared voice guide, SEO standards, or article templates, each piece of content risked feeling disconnected from the last.

02: The Work

What services do you offer?

1

25+ longform articles covering musculoskeletal care, minimally invasive surgery, recovery, and patient wellness — written for both clinical credibility and patient readability.

In-house style guide

2

Created a comprehensive guide covering grammar rules, inclusive language standards, and brand voice — giving the entire content team a shared foundation.

Article brief templates & SEO guidelines

3

Developed a standardized brief format for every article, including keyword strategy and SEO guidelines to strengthen organic traffic through content development.

Content department management

4

Established and oversaw the content department, managing a roster of 10 freelance writers — assigning work, reviewing drafts, and maintaining quality standards at scale.

Selected Published Articles

  • From poor posture to eating certain foods, learn the top seven things to avoid with degenerative disc disease for prevention and to maintain a healthy spine. READ HERE

  • Artificial disc replacement surgery can offer relief, but what should you expect? Learn the procedure basics, recovery timeline, and potential benefits from top surgeons. READ HERE

  • PAO surgery can prevent hip pain and reduce the likelihood of a hip replacement. Here’s what the surgery entails and how to find out if you’re a good candidate. READ HERE

  • Innovative treatments are reshaping how we approach medical conditions. But what is the newest treatment for spinal stenosis? READ HERE

  • YeS, there’s a fine line between exercise helping and hurting your lower back. To assist you in navigating that line, we asked Brett Pugh, PT, DPT, a physical therapist at Commons Clinic, for the best exercises for lower back pain. READ HERE

  • Experiencing hip pain and wondering if hip arthroscopy can help? Here’s everything you need to know about this procedure. READ HERE

Content that earns patient trust

Editorial Infrastructure

1

The style guide, templates, and SEO framework I built didn't just improve individual articles — they gave Commons Clinic a replicable system for producing quality content at scale, with or without me.

Medical Accuracy at Scale

2

Every article went through rigorous fact-checking and medical review. In healthcare content, a single inaccuracy can erode patient trust — precision wasn't optional, it was the baseline.

Organic Growth Foundation

3

SEO guidelines embedded in every article brief meant that each piece of content was built to be found — turning the content operation into a long-term organic traffic engine.