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Related Project: Healthcare UX Audit

Understanding how an organization presents itself online offers critical insight into whether it prioritizes its digital presence as a strategic asset. For this project, I conducted a digital content and social media audit of Northumbria Healthcare NHS Foundation Trust, examining how well its online presence aligns with its stated business objectives.

A key resource guiding my analysis was a strategic report and interview conducted by Bernard Marr & Co., which outlined the organization’s top business priorities. These goals were clearly articulated to reflect Northumbria Healthcare’s vision of what it aims to represent within the broader community.

To assess digital alignment, I selected three of these high-priority objectives and evaluated both the official website and associated social media channels based on how effectively they supported these goals. For example, one of the organization’s top objectives was to build and maintain a strong public reputation—a goal that demands consistent and effective brand communication across all platforms.

Upon reviewing the site’s structure, messaging, and visuals, it became clear that while the foundation was in place, branding opportunities were underutilized. Brand consistency, tone, and visual identity across platforms could be more effectively unified to reinforce the organization’s mission and values. Additionally, several SEO enhancements were identified, such as optimizing meta tags, improving heading hierarchies, and refining keyword targeting for community health-related terms.

Key Recommendations:

• Improve brand alignment across web and social media channels.
• Strengthen SEO through better use of title tags, meta descriptions, and alt attributes.
• Enhance public engagement with consistent messaging around community involvement and healthcare quality.
• Implement a content governance strategy to ensure regular updates and unified voice across platforms.

This analysis demonstrates how an organization’s digital content strategy can either support or hinder its business goals—and why a strategic digital audit is essential for any mission-driven organization, especially in the healthcare sector.