A Health Academy Brown Bag Discussion - November 21, 2013
With shrinking marketing budgets and increasing competition among traditional print and media channels to connect with consumers, Baptist Health South Florida turned to the emerging concept of brand journalism, or content marketing, to penetrate the marketplace with health information and keep its brand top-of-mind.
Utilizing a team of three former journalists, a former advertising executive, and digital and social media strategists, Baptist Health tapped its collective newsroom experience to present health news, relevant to a mass audience, using online and traditional platforms as delivery methods. In just six months, the team has increased online visits to Baptist Health’s main blog, Health, Life & Community, by 360 percent! The team continues monitoring and adjusting its tactics to be sure they meet or stay ahead of the online behaviors of the target audiences.
Listen to this PRSA Health Academy Brown Bag Teleseminar, and learn about Baptist Health’s content marketing strategy, results, and plans for the future.