Lessons Learned in Building the Brand Through Health Content and Social Media
by Mark S. Gothberg
Conventional Thinking Often Wrong
With its total national awareness far below that of Mayo Clinic and Johns Hopkins Medicine, Cleveland Clinic decided to take a novel approach to building the brand. In March 2012, Cleveland Clinic launched Health Hub, a site very different from the organization’s primary website at www.clevelandclinic.org, and closely integrated its content with the organization’s other digital channels.
Health Hub seeks to reach people well before they are seriously ill, the time when most people seek out Cleveland Clinic. “We want to be a part of their lives when they are not necessarily ill, when they are looking for everyday health advice,” said Scott Linabarger, senior director of digital marketing, commenting in an article for eHealthcare Strategy & Trends that appeared a year after the site’s launch.
Three to five blog posts are made on Health Hub (http://health.clevelandclinic.org) each day.
Content, in both text and video, includes medical and wellness topics, patient stories, and online chats with doctors. Some 37 experts, who are mostly physicians but also include other healthcare professionals, write articles in their own voice, providing their unique expertise and perspective.
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