Insights from a Former TV Anchor: Why Health Care Marketers Should Embrace Brand Journalism
// By Lisa Arledge Powell //
As a former TV reporter, I have had a unique chance to see multiple organizations and topics competing for media coverage in a crowded market. But in the past few years, the growth of new media has opened up many more avenues for publicity and the process of how to get your stories picked up has changed. The result is a new set of rules—and a wealth of new opportunities in a cutting-edge tactic called “brand journalism”—for health care organizations looking to promote their great work.
The Changing World
Consider this: Just a few years ago, marketing and journalism stood about as far apart as you could be on the communications spectrum. But in today’s world, they are moving closer together. This is the brand-as-publisher age. No other industry is set up to succeed in this climate better than health care.
Why? Because brand journalism, defined as discovering and creating news content on behalf of a brand, is based on good storytelling. In health care, we have all the elements of a captivating story at our fingertips, including cutting-edge discoveries, compelling patients, and the promise of hope.