Cleveland Clinic

Amanda Todorovich

Amanda Todorovich leads enterprise digital marketing, driving initiatives that connect trusted healthcare expertise with evolving consumer needs. She builds cross-functional teams and digital capabilities that expand access to reliable health information while supporting enterprise growth and patient engagement.

Digital Strategy Begins with Human Need

Over the past 25 years, I've watched one of healthcare's biggest transformations: how people seek information, make decisions and find confidence in moments of uncertainty.

I've spent much of that time at the intersection of healthcare, consumer behavior and digital transformation, including the past 13 years at Cleveland Clinic, where I've helped build our Health Library into one of the world's most visited health information platforms. Those experiences have fundamentally changed the way I think about digital strategy.

For much of my career, I measured success through website traffic, search rankings, engagement and conversion. Those measures still matter, but watching millions of health searches move through our platform taught me something the metrics never could. The goal was never simply getting someone to our website. It was helping them decide what to do next.

People rarely search because they're curious. They search because they're uncertain. Whether they're wondering if they should visit the emergency department, seek urgent care or understand a diagnosis, every search reflects the same underlying question: What should I do next?

Technology continues to evolve, but that human need remains unchanged.

Extending Trusted Expertise beyond the Website

As consumer behavior changes, digital strategy must evolve with it. Every advancement in digital healthcare has made trusted guidance more accessible and discoverable. AI is simply the next step. The opportunity is not merely adopting AI but ensuring trusted expertise is available wherever people begin looking for answers.

“Technology will continue to evolve, but the mission remains the same. Trusted expertise must reach people wherever they seek guidance and in whatever format helps them make informed decisions.”

Watching consumers move from websites to search engines, social media and now AI has changed the way I think about digital strategy. We are no longer simply publishing content on a website. We are extending trusted expertise into the places where people naturally seek guidance.

That shift has also redefined the role of the website. Rather than serving only as a destination, it has become the authoritative source that powers an entire ecosystem of healthcare guidance. Expertise is created, governed and distributed across search, AI assistants, social platforms, podcasts, video and future digital experiences, ensuring reliable information reaches people wherever they seek it.

Redefining the Role of Healthcare Marketing

One of the biggest lessons I've learned is that consumers are not searching for information alone. They're searching for confidence.

They also don't experience healthcare the way organizations are structured. They don't distinguish between marketing, digital, communications, technology or clinical operations. They simply expect someone to help them understand what to do next.

That expectation has reshaped the role of marketing. At its best, marketing extends the reach of an organization's expertise. Success is measured not only by traffic or engagement, but by whether trusted expertise reaches people when they need it most. Delivering that experience requires close collaboration across clinicians, communications, technology, analytics and digital product teams because confidence is built through an entire ecosystem, not a single campaign.

Technology will continue to evolve, but the mission remains the same. Trusted expertise must reach people wherever they seek guidance and in whatever format helps them make informed decisions. In healthcare, confidence is more than the outcome of effective communication. It helps people navigate care, make informed decisions and move forward with greater certainty.