Hospital draws readers with rich storytelling and brand journalism
Six months after launching their integrated PressPage newsroom, news readership quadrupled compared to the stats of the native newsroom. The center's Facebook page grew by 16 percent, with a 52 percent increase in reach.
When you represent a hospital specializing in brain and spinal cord injuries, it's not every day you have the opportunity to make the evening news.
That's why the Atlanta-based Shepherd Center has used a content strategy based in rich storytelling from its newsroom to catch the attention of new media outlets.
The newsroom is the center of the hospital's storytelling through articles, photos and videos. The strategy is amplified through social media and paid promotion via the content amplification platform Outbrain, says Jane M. Sanders, the hospital's associate director of public relations.
Perhaps it's natural that a hospital filled with heart-wrenching and inspiring stories would take a brand journalism approach.
Shepherd Center has offered a feature story about a former army medic healing from traumatic brain injury, tips for raising a child when you have a spinal cord injury, and a tale about celebrating Thanksgiving with a family member who is newly able to get about with a walker after damaging her back in a fall.