My Resume

Sara Berg, MS

Health Care Content Strategy • Editorial Leadership • Audience Growth
Chicago, Illinois
LinkedIn: linkedin.com/in/saratheiceberg

Professional summary

Health care communications and content strategy leader with more than 14 years of experience translating complex medical and public health topics into plain-language content that drives measurable physician and patient engagement.

Creator of the AMA’s flagship What Doctors Wish Patients Knew™ series, surpassing 5 million pageviews. Senior editorial leader with a proven record of building high-performing teams, scaling newsroom content operations and delivering SEO-driven growth for a national medical association serving physicians, residents and patients nationwide.

Core competencies

Content Strategy & Editorial Leadership
Health Literacy & Plain-Language Communication
SEO & Metadata Optimization
Editorial Calendar Management
Data Analytics
Team Leadership & Mentorship
Multimedia Production
Stakeholder Engagement
CMS: WordPress
Project Management: Asana
AI-Assisted Content Workflows

Professional experience

American Medical Association

Lead Communications Specialist
December 2023–Present | Chicago, Illinois

  • Direct the AMA newsroom’s feature content pipeline, overseeing approximately 10 weekly stories that collectively reach 1.8 million monthly unique visitors across physician well-being, health-system recognition and public health.
  • Manage a team of six freelancers, providing story briefs, developmental editing and ongoing coaching.
  • Analyze content performance data to guide editorial strategy, including headline and metadata optimization.
  • Drove a 34% year-over-year increase in SEO traffic to the AMA’s physician burnout content hub.
  • Lead and expand the What Doctors Wish Patients Knew™ franchise, which includes approximately 250 stories and more than 5 million pageviews.
  • Helped evolve the series into a sponsored email digest sustaining a 42% open rate.
  • Develop multimedia content packages, including video, infographic and podcast content, increasing average time on page by 28%.
  • Serve as primary assigning editor across physician burnout, gender disparities in medicine, chronic disease, patient education and population health.
  • Maintain editorial calendars aligned with AMA strategic priorities.
  • Produce case studies and lead-generation content in partnership with business development stakeholders to support AMA group membership acquisition.
  • Create the annual AMA Joy in Medicine magazine to increase engagement and recognition of health systems and their well-being work.

Senior Communications Specialist
June 2017–December 2023 | Chicago, Illinois

  • Authored more than 500 articles on physician burnout, women in medicine, chronic disease and emerging public health threats.
  • Wrote stories syndicated by other news outlets such as The Washington Post, New York Times and The Athletic.
  • Managed editorial calendars in Asana, aligning physician subject-matter expert interviews with trending health topics.
  • Assigned, edited and quality-reviewed content from freelance writers, ensuring adherence to AMA voice, style guidelines and health-literacy standards.
  • Coordinated real-time coverage and post-event editorial analysis for national health conferences.
  • Produced physician interview recordings for video and podcast formats, expanding AMA content reach across digital channels.

Independent Content Strategist & Published Author

2010–Present | Chicago, Illinois

  • Ghost-authored two patient-education books.
  • Delivered SEO-optimized web copy for more than 25 medical practices.
  • Increased lead form conversions for clients by up to 22%.
  • Developed strategic marketing content, including press releases, email campaigns, video scripts, infographics and sales collateral for health care and public-sector clients.
  • Advised clients on content strategy, website architecture and keyword research.
  • Secured press placements in regional and national outlets.

Additional experience

Empire Today

Content Marketing Associate & Social Media Manager
2014–2015

Created and managed brand content across web and social channels, optimized copy for SEO and lead generation, and collaborated with creative teams on campaign imagery.

Officite, LLC

Copywriter / Editor / Content Manager
2010–2014

Managed an in-house copywriter and a team of 10 freelance writers producing SEO-optimized health care content for more than 650 medical practice clients.

Education

M.S., Health Communication
University of Illinois at Urbana-Champaign | 2021
GPA: 4.0
Phi Kappa Phi Honor Society
Lammers Scholar

B.A., English
Bradley University | 2010
GPA: 3.66
Sigma Tau Delta National English Honor Society
Dean’s List

A.A., Art
College of DuPage | 2006
Academic Honors