Digital Strategy for Community Impact

Charlotte Community Health Clinic: Building a Digital Foundation for Better Community Health

Client: Charlotte Community Health Clinic (CCHC)
Sector: Nonprofit Healthcare
Services Delivered: CX Strategy, Content Planning, Digital Marketing, Community Engagement, Analytics
Project Type: Strategic Digital Roadmap & Engagement Plan

Challenge

CCHC is a critical healthcare provider for uninsured and underinsured residents in the Charlotte-Mecklenburg region. Despite offering a wide range of vital services—including primary care, dental, and behavioral health—the clinic lacked a cohesive digital strategy to reach and engage the community. They needed a roadmap that would:

  • Raise awareness of their services

  • Expand digital access and engagement

  • Attract new patients and supporters

  • Improve health outcomes with better communication tools

Approach

My small business, The Marq Digital, conducted a comprehensive competitive audit and user research to identify gaps in the current experience and uncover digital opportunities. We then developed a six-month strategic plan aligned to their mission and capacity, focusing on five key pillars:

  • We assessed CCHC’s current website for usability, navigation, accessibility, and mobile responsiveness. Key recommendations included homepage restructuring, clearer service pathways, SEO keyword integration, and culturally relevant imagery. The goal was to make it easier for patients to find, understand, and access care online.

    • We introduced a scalable approach to community engagement through blog content, social media storytelling, and email newsletters. These channels were designed to share health tips, promote events, and highlight patient stories — all in a way that builds trust and keeps the clinic top-of-mind.

    • We identified opportunities to strengthen the experience for both new and returning patients. This included promoting telehealth services, encouraging portal adoption, streamlining appointment requests, and providing easy-to-understand, multilingual content that reduces barriers to care.

  • To support development goals, we designed a digital fundraising strategy that included a donor-facing landing page, storytelling-driven campaigns, and tiered giving levels. We also mapped out how CCHC could engage volunteers, partners, and grant funders through digital outreach.

  • A monthly measurement plan was embedded into the roadmap to help the team track website traffic, appointment requests, donation conversions, social engagement, and email performance. We created a set of SMART goals and a simple KPI dashboard framework to guide iteration and decision-making.

Strategy Highlights

  • Website Optimization & SEO: Recommending UX improvements and keyword-rich content to make services easier to find online

  • Multilingual Content: Culturally relevant messaging in English, Spanish, and French to reach diverse populations

  • Educational Campaigns: Health tips, family-focused blog series, and chronic illness resources to drive community trust

  • Digital Fundraising: Campaign roadmap to raise $50K in donations and grow recurring donors by 15%

  • SMART Goals: Actionable targets tied to appointment growth, engagement, telehealth usage, and donor acquisition

Impact Goals

  • 30% increase in website traffic

  • 25% growth in social media followers

  • 20% boost in patient appointments

  • 25% increase in telehealth usage

  • $50K in online donations raised

Set Up for Success

We created targeted strategies to serve and engage six core audiences:

  • Uninsured & Underinsured Patients

  • Immigrant & Minority Communities

  • Families & Children

  • Chronic Illness Patients

  • Community Partners

  • Donors & Grant Providers

Results in Motion

The roadmap is now in execution, with measurable goals tracked monthly through Google Analytics, MyChart engagement, and community response. By the end of Q1 2026, CCHC will have a fully integrated digital ecosystem designed to support patients and power the mission.

Services Provided

  • Strategic Planning

  • Competitive & Audience Analysis

  • Social & Content Calendar Creation

  • UX & SEO Website Recommendations

  • Digital Fundraising Framework

  • Performance & KPI Dashboarding

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