Looking To Boost Your Health Care Brand? Consider Audio.
Have you incorporated audio content in your health care communications strategy? If not, you could be missing an opportunity to engage prospective patients who live in your service communities, and to position your organization as a leader to referring physicians across the country.
While some health systems dabble in producing radio content and developing podcasts to educate employees, staff, or patients about key medical facts, University of Utah Health in Salt Lake City breaks new ground with an extremely comprehensive broadcast strategy that steers away from PR and focuses on covering very real — and often controversial — issues for its audience.
To understand the success of this approach, rewind to a few years ago. In 2013, Utah Health began exploring the potential of using radio and podcasts as a way to communicate with area residents and also to connect with medical students throughout the nation.
“We had a new CEO at the time who saw the value of audio content so she charged the communication team with creating an audio broadcast strategy,” explains Kathy Wilets, director of media relations and content marketing for the health system.
The first step in the process was to hire radio broadcaster Scot Singpiel, who has more than 20 years’ experience in the field. Together, he and Wilets created a radio station they named The Scope, which now consists of radio and podcast segments.
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