How Tidelands Health Drives Engagement Through a Digital Content Hub
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.
// By Althea Fung //
Even a small team can make a big difference.
“The shortest distance between two people is a story.”
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 speaking session at the 2022 SHSMD Connections Conference in Washington, D.C. “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. Read on to learn how Tidelands Health drives site visitors through content that fits the needs of visitors — and augments the news pipeline for the local media.
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