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Why You Need to Be Thinking Products, Not Projects

Amanda Todorovich (Senior Director of Content, Cleveland Clinic)

Matt Bakaitis (Senior Director of Digital Marketing, Cleveland Clinic)

Location: Marina Ballroom

Date: Tuesday, April 9

Time: 2:30pm - 3:00pm

Pass Type: All Access, Main Conference, Main Conference Plus

Session Type: Session

Vault Recording: TBD

You don’t have to be a tech giant like Google to benefit from a product-based development approach. In this session, you’ll learn how Cleveland Clinic’s content marketing team approaches its portfolio as products (instead of projects). This has fundamentally transformed its ability to respond to visitor and patient needs, deliver benefits more rapidly and predictably, and reduced technical investment risks.


  • Exactly what a product-based approach is ― and how work gets done (plus, tips to getting started).
  • How this approach works IRL through 2 case studies that demonstrate the way benefits get delivered and common challenges are overcome.
  • How to compare your product experiences to create best practices that yield better results for your organization.