Integrated Content Strategy Drives Growth for Community Hospital

by | Apr 25, 2018 | Content Strategy

Delivering custom content across multiple channels has allowed Angie Fabian, chief marketing and development officer at Summit Healthcare in Show Low, Arizona, to increase the hospital’s market share while developing a closer relationship with her audience.

“Our com­mu­ni­ty is very small, so we know exact­ly what our dif­fer­ent demo­graph­ics want to see,” Fabi­an says. “And we reach out to them using a vari­ety of media channels.”

Sum­mit Health­care works with True North Cus­tom to pro­duce print, dig­i­tal, and social media as part of their inte­grat­ed con­tent strat­e­gy. Cus­tom mes­sages are direct­ed to tar­get demo­graph­ics with coor­di­nat­ed calls to action (CTAs) that dri­ve read­ers to Sum­mit Healthcare’s pop­u­lar com­mu­ni­ty newslet­ter, which pro­vides news and updates that keep Sum­mit Health­care top of mind as a trust­ed health­care resource with­in the community.

“A lot of peo­ple real­ly like the print newslet­ter, and many oth­ers sub­scribe to our e‑newsletter,” Fabi­an says. “These sources keep peo­ple up to date, even if they’re not com­ing into the med­ical center.”

In addi­tion to dig­i­tal newslet­ters, Sum­mit Health­care keeps phys­i­cal copies in clin­ics for patients and vis­i­tors to take with them. Social media posts also help direct read­ers to Sum­mit Healthcare’s newslet­ter and website.

“We real­ly want to edu­cate peo­ple through­out the com­mu­ni­ty about pre­ven­tive health­care,” Fabi­an says. “Patients can help stop more seri­ous con­di­tions from devel­op­ing if they keep up with pre­ven­tive care.”

Meeting Audiences Where They Are

In order to bet­ter edu­cate its com­mu­ni­ty, Sum­mit Health­care cre­at­ed a YouTube chan­nel that launched in 2017. The chan­nel includes the “Sum­mit Health Cares” video series, which is made up of dozens of pod­cast-style inter­views with staff mem­bers and experts about health­care top­ics that range from patient safe­ty to pedi­atric health.

“Our YouTube videos are also shared on our oth­er social media chan­nels such as Face­book,” Fabi­an says. “In addi­tion to our reg­u­lar inter­views, we post sem­i­nar videos for peo­ple who were unable to attend in person.”

Direct mail cam­paigns are also used to noti­fy the com­mu­ni­ty about sem­i­nars and ser­vices offered by the med­ical center.

“Not every­one knows that Sum­mit Health­care has such a wide range of ser­vices avail­able,” Fabi­an says. “This isn’t usu­al for such a small town, so it’s impor­tant that we get the word out, and we use as many media chan­nels as pos­si­ble to reach a larg­er audience.”

By pro­vid­ing cus­tom con­tent with clear CTAs in mul­ti­ple places and coor­di­nat­ing the mes­sages across chan­nels, Fabi­an feels the hos­pi­tal has the best oppor­tu­ni­ty for its mes­sage to be heard by the peo­ple who need it most — now and in the future.

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