When diagnosed with a medical condition or preparing for surgery, most people begin their journey by searching online for reliable, easy-to-comprehend information. One of the most trusted sources they find is the Cleveland Clinic, recognized globally as a leader in healthcare.
Behind Cleveland Clinic’s vast digital presence is Ohio Northern University alumna Amanda Todorovich, BA ’00, a trailblazer in health communication.
The enterprise executive director of digital marketing, Amanda leads a team of more than 100 professionals that produces website and social media content, podcasts, and more.
Their efforts have helped Cleveland Clinic become one of the top-rated health resources on Google. Under Amanda’s leadership, digital reach has skyrocketed from 230 million visits in 2020 to 1.16 billion in 2024.
“We try to put information anywhere and everywhere people might be looking for answers,” said Amanda.
Producing, vetting, and continually updating all that information requires close collaboration with Cleveland Clinic’s medical and legal staff, and the team works tirelessly to make sure all content is accurate.
“We don’t publish a single thing without a medical expert involved in the process,” she explained.
For Amanda, the work is deeply meaningful.
“I love what I do because the information we provide helps people make sometimes really difficult and life changing decisions.”
Discovering a passion for PR
Amanda credits Ohio Northern University for guiding her toward a career in public relations, and equipping her with the skills and knowledge to succeed.
She arrived on campus unsure about her future, so she sought help from the university’s career counseling center.
“They helped me navigate through my passions and strengths and I ultimately landed on communications.” That same day, she met with the advisor for the public relations program.
“That was it. I instantly fell in love with it and never looked back,” said Amanda, who earned her B.A. from ONU in 2000. She later earned her master’s degree in communications from the University of Akron.
Career evolution
Through her years in the field, Amanda has seen public relations evolve from pitching stories to reporters to “telling the story yourself on the owned channels for the organization.”
As social media and the internet emerged, she saw new opportunities for sharing messages and information.
After a brief stint working for a financial services company, she and a partner—a healthcare reporter for the Cleveland Plain Dealer—started their own company, MedCity Media, to work with healthcare organizations.
When Cleveland Clinic contacted her in 2013, Amanda saw a unique opportunity to bring her ideas to life. A visionary in content marketing, she first transformed Cleveland Clinic’s consumer blog, Health Essentials (then Health Hub), into a trusted national resource offering timely, relevant answers. Building on that success, she led the evolution of the Health Library from a platform reaching millions to one that now connects with billions around the globe. She has since advanced to serve as executive enterprise director of digital marketing, where she leads the content, growth, and development teams.
One of the things Amanda's proudest of is that the team creates content that everyone can understand. They aim to sound like you're getting advice from a friend, who just happens to be a doctor. This was a big shift in tone and voice, but one that's made all the difference.
"Initially when we tried to make things more approachable, more empathetic and more human, it took some conversation to help everyone understand why health literacy is so important,” Amanda said. "But now, they just love it and they know we're helping people."
Legacy at ONU
In her spare time, Amanda enjoys reading, shopping, and spending time with her daughters. Maddy is at ONU, majoring in public relations and minoring social media, and Emma is heading to ONU in fall 2025 to study education.
“ONU is such a special place,” she said “Having my girls go there means the world. My experience there was tremendous and I’m grateful for the opportunity the program provided me. It was the foundation of everything.”