Qalby Etmaan – Editorial Framework
Building an end-to-end editorial system for a national cardiac health awareness initiative — from content strategy to audience engagement.
The Challenge
Creating a Voice for a National Health Campaign
Qalby Etmaan is a national cardiac health awareness initiative that needed a comprehensive editorial framework to guide its communications — from social media and digital content to media outreach and community engagement, all while maintaining clinical accuracy and public accessibility.
Key Requirements
- Develop a unified editorial voice balancing health authority with accessibility
- Build multi-platform content strategy for digital, social, and broadcast
- Create production workflows to ensure consistent quality at scale
- Establish medical content review and approval processes
- Design audience segmentation and engagement strategy
Our Approach
An Editorial System Built for Impact
We developed a comprehensive editorial architecture — combining a clear editorial strategy with operational workflows that enabled the team to produce high-quality health content at scale.
- Editorial tone and voice guidelines for health communication
- Content pillars and messaging hierarchy
- Platform-specific content formats and specifications
- Story sourcing and expert contributor framework
- Medical accuracy review and approval workflow
The framework addressed both the strategic and operational dimensions of content — ensuring that every piece of communication served the dual purpose of raising health literacy and driving behavioral change.
- Audience journey mapping and content touchpoints
- Seasonal and campaign editorial calendars
- Social media content playbooks per platform
- Community engagement and response protocols
- Content performance measurement framework
Outcome
A Scalable Content Engine for Health Awareness
Qalby Etmaan emerged with a fully operational editorial system — enabling the team to produce consistent, credible, and compelling content across all platforms. The framework established a strong national voice for cardiac health communication, significantly expanding the initiative’s reach and impact.