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:
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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.
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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.
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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.
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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.
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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