Lee Aase (@leeaase) published a blog post · September 17th, 2013
Brand Journalism Featured at Social Media Summit
Brand Journalism will be a hot topic at next month's 5th Annual Health Care Social Media Summit at Mayo Clinic in Rochester, Minn.
The #MayoRagan Social Media Summit, which is part of Social Media Week at Mayo Clinic Oct. 21-25 and produced in collaboration with Ragan Communications, starts with pre-conference workshops on Tuesday, Oct. 22. One of those workshops - "Does your hospital need a brand journalism site?" - features Karl Oestreich, our Mayo Clinic media relations manager, and Ron Petrovich, manager in our Center for Social Media, discussing their work in developing the Mayo Clinic News Network. Here's a video that describes the news network's offerings:
On Thursday morning you'll have the opportunity to hear from Lisa Arledge Powell, the president of MediaSource and Pam Barber, the director of media relations for Nationwide Children’s Hospital in their presentation, “How brand journalism boosts your hospital’s buzz.” As Lisa puts it:
Brand journalism will be a major PR and marketing strategy for forward-thinking health care organizations. Today's health care consumer doesn’t want to be sold or marketed to. Because consumers have so much health information available at their fingertips, they do not want to hear that your doctor is world renowned or that your medical care is world class. The consumer wants to hear about your doctors and treatments in the context of how it helps them. Then, they will make their own decisions. A good brand journalism story provides content in an informational way that does not feel like marketing or PR at all.