Building an Organic Video Engine for Clinical Content

Nedley Health, led by Dr. Neil Nedley, is a recognized authority in holistic mental health, depression recovery, and lifestyle medicine. With a vast library of clinical lectures, seminars, and evidence-based research, the ministry possessed a content “gold mine.” However, their digital distribution strategy was struggling to bridge the gap between clinical depth and modern consumption habits.

By late 2024, the organization faced a critical “relevance gap.” Their traditional long-form content was being deprioritized by social algorithms, resulting in a steady decline in organic reach. The ministry was becoming increasingly reliant on paid advertising to maintain visibility, masking an underlying issue: their content format was no longer compatible with how new audiences discover information.

They partnered with Christian Digital Network (CDN) not just to edit videos, but to engineer a content system that would restore organic growth without compromising their medical authority.

CDN implemented a Content Adaptation Strategy, shifting the focus from “archiving content” to “engineering retention.” We deployed a hybrid approach that used paid media to spark momentum while building an organic engine to sustain it. The objective was to translate complex health topics into high-velocity assets that the algorithms on YouTube, Facebook, and Instagram would actively promote.

 

1. The “Shorts-First” Format Pivot

   We identified that the ministry’s growth was being stifled by low completion rates on long videos. CDN implemented an aggressive shift toward vertical short-form video (YouTube Shorts and Reels). We developed a “Myth-Busting” framework, repurposing Dr. Nedley’s lectures into 60-second clips that hooked viewers immediately with contrarian health truths (e.g., “The Truth About Vitamin B12” or “Is Fruit Bad for You?”).
2. Paid Amplification as a Catalyst
   To break through initial algorithmic stagnation, CDN deployed targeted paid ad campaigns to “seed” high-performing content. Rather than relying on ads for long-term dependence, we used them strategically to inject initial velocity into the system. This paid spark exposed the new video formats to fresh audiences, providing the data signals the algorithm needed to subsequently pick up and promote the content organically.
3. Optimizing for Average View Percentage (AVP)

   Rather than chasing vanity metrics like “likes,” our team focused on Retention Engineering. We analyzed drop-off points in the data to refine editing pacing. By aiming for—and achieving—Average View Percentages above 50%, we signaled to the platforms that this content was high-value, triggering algorithmic recommendation engines to push the content to new audiences for free.
4. The Personal Brand “Trust Bridge”

   Data analysis revealed that audiences engaged more deeply with Dr. Nedley as a person than the corporate entity. We executed a split-distribution strategy: utilizing the “Neil Nedley” personal brand for high-engagement, top-of-funnel viral clips, while using the corporate pages for deeper community nurture.