Want Headlines? Create Your Own Newsroom.

Many great stories exist at Cape Cod Healthcare (CCHC), just waiting to be told. Yet until recently, there was a shortage of opportunities and avenues to share most of them, says Patrick Kane, senior vice president, communications and business development of CCHC. This prompted Kane to take matters into his own hands to create a newsroom for the organization called Cape Cod Health News (CCHN). CCHN’s goal is to use a brand journalism approach to raise awareness about the high level of medical expertise at CCHC.

“Brand journalism is writing about your organization in a manner that is consistent with news writing rather than public relations or marketing,” Kane explains. The main feature that sets brand journalism apart from PR is that it doesn’t include a promotional component but, rather, treats the subjects in a more objective way.

Patrick Kane, senior vice president, communications and business development of Cape Cod Healthcare

As a regional health care provider on Cape Cod, Massachusetts, a popular tourist destination, CCHC runs two acute-care hospitals, homecare and hospice services, a nursing and rehabilitation facility, an assisted-living facility, four urgent-care centers, and a variety of outpatient health programs.

One major differentiator for CCHC is that many of its physicians were trained in Boston and now practice on the Cape. This means that CCHC can offer Boston-quality care close to home, thus providing patients with peace of mind and convenience at the same time.

In the three years since the newsroom launch, CCHN has accrued about 900 stories centered on this premise. The pieces explore a range of topics, providing crucial health information framed around timely news angles and events.

Learn more: How Brand Journalism Puts Cape Cod Healthcare in the Headlines

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Matt Humphrey
President