More than ever before, health care communicators need to have a content strategy that directly contributes to meeting organizational objectives. Orlando Health is doing just that and reaping the benefits of increased exposure by positioning itself as a trusted health care system with compassion.
“Content marketing isn’t just writing content, it’s getting exposure for that content,” said Michael Schmidt, vice president of Orlando Health Foundation. Schmidt has collaborated with Lisa Arledge Powell, president of MediaSource, on generating media exposure for Orlando Health in central Florida.
The New Content Process: Strategic Storytelling
According to Powell, effective content development and distribution relies on several key tenets of strategic storytelling: “First and foremost, your content strategy needs to align with your organization’s business goals. It’s also important to ‘tell,’ not ‘sell,’” she said. “Strategic storytelling spotlights people, not the product, so that we convey feelings balanced with facts.” (See Figure 1.)
Schmidt relies on a formula that progresses through:
- Ideation: “We ask, ‘What is our goal and how will we reach it?’ We look at our key product lines and industry trends. But we also consider what we want the viewer to feel after watching our videos, and what they should feel compelled to do.”
- Creation: Schmidt said it is also important to ensure you have the right visuals, such as photos, videos and graphics and in the right formats.
- Amplification: Powell emphasized that content amplification should target the right mix of paid and earned media, shared social media and owned media.
- Evaluation: An important part of the process is evaluation, and not just at the end of the campaign. “We look at our results in real time to see if we need to adjust our tactics,” Schmidt noted. “That allows us to pivot when needed so we have better chances of meeting our goals.”
Strategic Storytelling in Action
Orlando Health used all of these concepts in its highly successful campaign titled the Thank You Project. “A decade ago a family was in a horrific car accident and our emergency department and intensive care unit staff saved the life of a mother and her son,” Schmidt said. “Years later she approached us and said she wanted to thank all those who saved her son’s life.”
Over the course of several months, Schmidt located many of those involved in the son’s treatment and arranged for the mother to reunite with the caregivers one by one to express her gratitude and let them know that her son was able to resume a normal childhood thanks to their care.
A videographer documented it all, including the mother explaining her quest and meeting with the nurses at the hospital. The videographer also recorded an appreciation event the Orlando Health public relations staff planned for the mother to publicly express her gratitude. At the same time, the team from MediaSource was pitching the story to national news outlets to determine which ones might be interested.
“The video was picked up by The Today Show,” Schmidt said. “It ran the morning of Thanksgiving, prior to the Macy’s parade.” The video went viral, generating over 5 million YouTube views and over 35,000 social media shares from YouTube and the Today Show’s website. There were also over 99,000 views on Orlando Health’s Facebook page. Overall, the audience reach totaled 109 million between earned, owned, shared and paid media channels.
To learn more...
SHSMD members, read the article “The New Health Care Content: Where Earned Media and Social Media Intersect” published in a recent issue of SHSMD’s Spectrum newsletter.
Nonmembers, for more content like this, join SHSMD!
This blog features interviews with:
Michael Schmidt
Vice President, Orlando Health Foundation
Orlando Health
Orlando, Florida
Lisa Arledge Powell
President
MediaSource
Columbus, Ohio