I treat change management as part of content strategy. Sequence the rollout so each phase earns the next, design the pieces to interconnect, and build governance that protects quality without choking throughput.
This is the lens I bring to any large content program. The build below is where it played out.
The Immunodiagnostics Division had no digital presence for any of the three audiences in the allergy diagnostics ecosystem. Each needed something fundamentally different — and all of it had to clear medical review, work across four regions, and win over a commercial team skeptical of digital investment.
Launching all three sites at once would have failed — there wasn't stakeholder buy-in for it. So I sequenced the rollout, using each phase's success to fund the next.
The three sites weren't parallel efforts — they were designed to work together. That ecosystem thinking created more value than three standalone sites ever could.
Patients could download allergen fact sheets to bring to their doctor. Doctors could reference the very clinical data behind that patient education. One ecosystem, three doors in.