Marketing & Design Services: Vanderbilt Health

For more than a decade, Casual Astronaut has partnered with leading healthcare organizations, academic medical centers and research institutions to create content, campaigns and digital experiences that connect with patients, physicians, researchers, donors and other key audiences. From website strategy and development to content marketing, publications, email programs and paid media, we help organizations communicate complex information clearly while supporting engagement, reputation and growth. 

What We Bring

• Healthcare Expertise: Experience supporting health systems, academic medical centers, cancer centers and healthcare organizations across a wide range of marketing, communications and digital initiatives
• Content-Driven Thinking: A deep background in editorial strategy, storytelling and audience engagement that helps organizations transform expertise into meaningful content experiences
•  Integrated Capabilities: Strategy, design, development, content, email, paid media and search optimization working together to create stronger, more effective marketing programs

How We Deliver

• Audience-First Approach: Every project begins with understanding audience needs, motivations and decision-making behaviors to create more relevant and effective experiences

• Digital Expertise: Extensive experience designing and building content-rich websites and digital platforms that balance usability, accessibility and long-term flexibility

• Search-Ready Content: A longstanding focus on content structure, discoverability and search performance that supports traditional SEO as well as emerging AI-driven search experiences

• Embedded Partnership: We work as an extension of internal teams, collaborating closely with stakeholders to streamline decision-making, reduce lift and keep projects moving forward

Contact Us

▶ We partner with healthcare organizations to support digital strategy, content marketing, website development and audience engagement initiatives. Contact Paul Peterson, Chief Client Officer at [email protected] to discuss your next project!

We create content-driven websites that help healthcare organizations connect with patients, physicians, researchers, donors and other key audiences. Our team leads strategy, information architecture, UX, design, content development and technical implementation, ensuring websites are built not only to look modern and function seamlessly, but also to perform in search. Our work spans content hubs, campaign microsites and large institutional websites.

For Vanderbilt Health, we designed and developed My Vanderbilt Health, a consumer-focused content hub that serves as a central destination for patient education, wellness content and expert guidance. Built around thoughtful content architecture, flexible publishing tools and search-focused strategies, the platform helps audiences discover relevant information while strengthening engagement with Vanderbilt Health services and specialists.

Our partnership continues through the design and development of a new website for Vanderbilt-Ingram Cancer Center, currently underway and slated to launch later this year. Our work includes strategy, information architecture, content planning and user-experience design focused on creating a modern digital presence that supports patients, clinicians, researchers, referring physicians and donors. 

We also designed and developed Vanderbilt Health News. Serving audiences across the health system, the site brings together institutional news, patient stories, research advances, faculty achievements and organizational priorities within a flexible publishing environment built to support ongoing content creation, distribution and discoverability.

We help healthcare organizations develop editorial strategies, content ecosystems and email programs that extend the value of their expertise, strengthen audience relationships and support long-term engagement. From content planning and editorial governance to email design, automation and distribution, our work is focused on turning content into an ongoing asset rather than a one-time initiative.

We created and continue to support My Vanderbilt Health, a consumer-focused content platform designed to help patients and families make informed healthcare decisions. We work closely with subject matter experts and stakeholders to develop content that translates complex medical topics into accessible, actionable information while supporting search visibility and audience growth.

To support the continued growth of My Vanderbilt Health, we designed and developed a flexible email builder that allows internal teams to efficiently create, customize and deploy newsletters and content-driven campaigns. The system streamlines production, supports evolving content needs and helps ensure patients and consumers receive timely, relevant information through a consistent and engaging experience.

We also developed Discoveries in Medicine, a content hub designed specifically for physicians, researchers and academic audiences. Through strategic storytelling, editorial planning and content development, the platform highlights clinical innovation, research breakthroughs and advances in patient care while reinforcing Vanderbilt Health’s reputation as a leading academic medical center.

Creating great content is only part of the equation. Ensuring that content reaches the right audience at the right time requires a thoughtful paid media strategy. We help healthcare organizations extend the reach of their content, increase visibility among key audiences and drive meaningful engagement through integrated digital marketing programs. Our work spans display advertising, paid search, native content promotion and targeted outreach campaigns designed to support awareness and conversion goals.

For Vanderbilt Health’s My Vanderbilt Health platform, we develop display advertising creative and paid media campaigns that help connect patients and consumers with trusted health information. Working across multiple channels, we create audience-focused creative designed to drive traffic, increase content engagement and support broader organizational objectives.

We have also developed digital advertising campaigns for Discoveries in Medicine, promoting research, clinical innovation and thought leadership content to physicians, researchers and academic audiences. These efforts include display advertising, native content placements and promotion strategies that help extend the reach of Vanderbilt Health’s expertise beyond its owned channels.

In addition to content promotion, we support specialized outreach initiatives through targeted pay-per-click campaigns and conference marketing efforts. By aligning audience targeting, messaging and creative execution, we help Vanderbilt Health engage physicians, researchers and other professional audiences at critical moments of interest.

From patient education guides and specialty publications to annual reports and institutional storytelling, we help healthcare organizations transform complex information into content that is accessible, engaging and purposeful. Our approach combines strong editorial thinking, thoughtful design and audience-centered storytelling to ensure every piece serves a clear objective—whether educating patients, supporting service line marketing, communicating organizational impact or strengthening institutional reputation. The result is content that informs, builds trust and helps audiences better understand the expertise, outcomes and mission behind the organization.

Our work with Vanderbilt teams is typically structured in one of two ways: 

1. Retainer engagements provide ongoing support across website content, campaigns and editorial initiatives, operating at a blended rate of $195 per hour across all roles. This model allows us to deploy the right expertise as needs evolve while maintaining continuity across projects.
2. Fixed-bid projects are scoped and priced at the outset for defined initiatives such as narrative websites, campaign landing pages or publications. This approach ensures clear alignment on scope, timeline and budget, with estimates tailored to the specific requirements of each project.

▶ We’d welcome the opportunity to connect, learn more about your goals and walk through ideas and examples together.

Contact Paul Peterson, Chief Client Officer at [email protected] to discuss your next project!