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Award-Winning Project: Bringing Patients Back to the Blog

AI search is decimating traffic for most health blogs, but not Mass General Brigham’s. See how we create health articles that patients seek out.
  • Industry: Health system
  • Headquarters: Somerville, Massachusetts
  • Size: Approximately 82,000 employees

Get the gist

  • As zero-click results pulled traffic away from health blogs, Mass General Brigham sought to remain a trusted destination for health information.
  • We helped their content team create clear, empathetic articles that answer real patient questions and perform in search.
  • The blog bucked industry trends, surpassing 1 million monthly views.

The goal: Become a go-to resource for health information

Often, consumers first turn to search engines and AI tools to ask complex, emotionally charged health questions before speaking with a clinician. With the rise of zero-click search, there’s a growing risk of patients basing health decisions on incomplete or inaccurate information.

Mass General Brigham’s Patient Education blog aims to reduce this risk. Partnering with Aha Media Group, Mass General Brigham publishes clear, trustworthy guidance across serious and sensitive health topics — positioning the blog as a destination for trusted information and ensuring the brand remains discoverable in a shifting search landscape.

Our objectives:

  • Translate clinical expertise into empathetic, plain-language articles that consumers actively seek out.
  • Sustain engagement and visibility despite changing search dynamics.
  • Maintain a consistent voice and tone across articles written by multiple contributors.

What we achieved: Blogs with clear business value

Mass General Brigham’s Patient Education blog drives impressive traffic and engagement, continuing to reach consumers even as zero-click results reduce traffic for many health content publishers.

Consumers aren’t the only ones seeing the value. Ongoing demand for new articles across oncology, neurology, cardiology, mental health, and nutrition reflects stakeholder confidence in the program’s impact.

  • 1M+ monthly views

    Patient education articles contributed to over 1 million article views monthly.

  • 2:30+ average time on page

    Consumers are reading these articles in depth, a testament to our writers’ focus on clarity and engagement.

  • Expanded search visibility

    During the 3-month reporting period, the articles contributed to the website appearing in 15K top 3 organic positions, 21K AI Overviews, and 72K SERP features.

NESHCo Lamplighter Award winner

Mass General Brigham’s Patient Education blog earned a Gold Award in the Creative & Content Division for Excellence in Writing category and the coveted Owen J. McNamara Excellence in Writing Award.

2026 NESHCo Lamplighter Award Winner Aha Media Group

These results indicate that clear, empathetic, well-structured writing remains a critical differentiator — helping you reach and support patients even as the digital landscape continues to shift.
Ahava Leibtag
Aha Media Group

Our approach: Answering real questions with empathy

First, we interview Mass General Brigham’s clinicians to answer essential patient questions. For example: What are they worried about? What do they need to understand? What might they be wondering, even if they don’t know how to articulate it?

Then we shape those conversations into empathetic, search-optimized articles. Here’s how:

  • Acknowledge the fear, uncertainty, and other emotional realities surrounding difficult health topics.
  • Structure articles to reduce anxiety, avoid jargon, and make answers easy to find.
  • Optimize the articles without letting SEO override clarity or tone.
  • Apply rigorous editorial standards to maintain a consistent, trustworthy experience across specialties.
Contact Aha Media Group

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