Challenge

The Bowen Group supported the branding, development and launch of the HealthyHomefront.com website, focused on the health and well-being of our veteran community. As client priorities evolved, with an expansion of their health care reach to active-duty families, their website had to evolve as well to meet the needs of this underrepresented community in the content ecosystem. The goal was to broaden the website’s scope to better reflect the experiences and health care challenges of this wider military population. The objective was twofold: increase engagement across a more diverse audience and position the site as a trusted resource for the entire military-connected community.

Approach

The Bowen Group began by conducting a strategic assessment of current content and opportunities to expand the target audience for existing articles. Collaborating closely with the client, The Bowen Group also researched the critical health issues impacting the active-duty military community and seamlessly incorporated recommendations for new content development into their outreach and engagement plans. Through focus on this new audience and on the original veteran community, we ensured a dynamic website that reflects the health care concerns of the entire military-connected community, addressing sensitive and timely physical and mental health issues for both active-duty families and veterans alike.

Results

The Bowen Group supported our client’s need to significantly broaden the site’s reach and impact. This strategic update ensured that critical health information — once focused primarily on veterans — was now accessible to a wider audience navigating the complexities of military life. To support this shift, the team integrated a targeted content strategy that prioritized empathy, accuracy and accessibility. The content was designed to be actionable and inclusive, offering real-world guidance and insights tailored to this expanded community.

The impact was immediate and measurable. In the months following implementation, active users, heath care article views and high-value engagement actions such as article downloads and social media shares increased; reflecting a deeper level of user engagement and trust.