Healthcare Content Hub Strategy: Giving Users What They Want

Amy Stevens, vice president and chief marketing officer at Tidelands Health

As a healthcare marketer, how do you create content that is relevant to your audience and meets their specific needs?

Content marketers know that a well-told story can leave an indelible mark on the reader. It can make seemingly boring topics engaging and highlight connections between disparate groups.

In the past, marketers would have to depend on media outlets to print press releases or reach out to organizations to begin to tell the compelling stories readers want. But with the rise in digital technology, organizations now have a greater opportunity to use storytelling to close the distance between them and their customers.

At Tidelands Health, a four-hospital health system between Myrtle Beach and Charleston, South Carolina, the marketing and communications team created a content hub with relevant health news and information to forge a stronger bond between the health system and the communities it serves.

“We have become a news source. The idea of what a media channel is has been redefined — all those gatekeepers who used to stand between us and our consumers are not there anymore. So, we can talk directly to them, and they can talk directly to us,” said Amy Stevens, vice president and chief marketing officer at Tidelands Health during a recent conference. “For us, when we saw that change in the landscape, it really seemed like a great opportunity to create a content strategy that would work for our growing organization.”

In 2018, Stevens’ team launched MyCarolinaLife, a standalone content hub that serves as an independent news source for the surrounding area.

In a new article, you’ll discover how Tidelands Health drives digital engagement through carefully curated content that meets the needs of visitors — and augments the news pipeline for the local media.

Read the full article here: How Tidelands Health Drives Engagement Through a Digital Content Hub

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Matt Humphrey
President