From Utah, a case study in brand journalism
University of Utah Health Care illustrates that the core of good online marketing is good content. Bolstering engagement and monitoring ROI are just two pieces of the puzzle.
With its news site HealthFeed and online radio station The Scope, it’s building content that drives patient engagement and boosts the health system’s national reputation.
HealthFeed—which launched in September—is a consumer-oriented news site providing health care information that drives local and regional referrals to the health care system. Latest posts include “Movember-Hairy Faces for Men’s Health” and “Are High-Intensity Workouts Healthy for Pregnant Women?”
The Scope, a radio site launched as a partner to HealthFeed, has a broader mission.
“The Scope supports brand journalism and drives national attention to the amazing work going on at U of U,” says Christopher Nelson, assistant vice president of public affairs at University of Utah Health Care. “There is patient content, but there is also science content that features our researchers and guest lecturers. It is a combination of NPR, commercial radio, and brand journalism.”
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