Clear content and design goals guided launch of brand journalism site

 

NewYork-Presbyterian launched HEALTH MATTERS, a brand journalism/content marketing hub, in March 2017 to showcase stories dealing with science, care and wellness that occur daily. It’s now the winner in the “Website Launch or Relaunch” category of Ragan’s 2018 Health Care Marketing and PR Awards

The site’s goal was simple: Improve brand recognition and national reputation. Other goals were more challenging. Editorial objectives included attracting a broad patient and influencer community, developing a loyal employee following and establishing a solid mix of articles, infographics, animations and videos. 

Specific goals were established for design as well, including an accessible look and feel, along with built-in flexibility to accommodate new kinds of content that were likely to emerge in the future. 

NYP partnered with PACE Communications to help kick the effort into high gear. The site launch adhered to an activation plan that ensured news coverage would attract members of the multiple audiences listed for the site, including consumers, thought leaders, physicians, journalists and government. 

Categories make it easy to find content that interests you, including “Amazing Things, “It Happened Here,” “Inside NYP” and “Under the Microscope.” 

The site has attracted 610,000+ visits from more than 249,000 unique users, along with almost 4,800 click-thrus to NYP.org. 

Congratulations to Karen Sodomick, Sharon Cotliar-Zweifach, Dan Weiman, Jordan Reed, Takla Boujaoude, Jessica Mikulski, Jacki Murray, Dominique Grignetti, Maxine Mitchell, Mahlori Isaacs, Lauren Browdy, Carene John, Connor Hadley, Laura Swalm, Emily Driscoll, Anna Plesset, Teresa Baez, Eve Heyn, Courtney Allison, Alexandra Simpson, Levi Fishman, Emily Berkowitz and Meghan Moog.