Digital Content Drives Visibility for Specialists at Baptist Health

January 16, 2023

This article is part of Focus on Content Marketing: A Spotlight on Content Marketing Trends for Healthcare Marketers, an exclusive member report from eHealthcare Strategy & Trends.

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// By Jane Weber Brubaker  //


When it comes to media consumption, digital is winning. And that goes for physicians, not just consumers. Quality content, available on digital channels, raises awareness of your services, and forges strong connections with engaged referring physicians.

When your health system is launching a major new service line and rapidly growing others, what’s the best way to build awareness — particularly among referring physicians? It helps if you have great partners, internally and externally.


Mary Adam, physician marketing manager at Baptist Health Miami Cancer Institute

Mary Adam is a physician marketing manager at Baptist Health Miami Cancer Institute. “We’ve recruited approximately 120 physician experts from leading institutions across the country,” she says. “With this, the need for marketing to referring physicians became apparent, to build awareness, increase referrals, and build brand reputation.”

Tarra Lowe is manager for physician marketing at Baptist Health, covering the neuroscience, orthopedics, and heart and vascular service lines. All three areas have experienced rapid growth over the past couple of years, adding more than 40 new physicians. “We’re really focused on brand visibility,” she says. “We want to grow that visibility using our digital and physician-facing platforms.

Lowe and Adam turned to a strategic partner, BroadcastMed, to accelerate the health system’s digital physician marketing efforts. “BroadcastMed … gives us the ability to focus regionally and nationally based on our service lines,” says Lowe. Adam adds, “They give us access to the digital space.”

Here, we take a closeup look at Baptist Health’s physician marketing program, and how the team uses digital tools to shine a spotlight on its specialists and attract an engaged audience of referring physicians.

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