BRANDHIT MARKETING SUMMIT: A HIMSS EVENT
LAS VEGAS, NV - JUNE 15 - 16, 2017
Hartford HealthCare, Connecticut’s most comprehensive healthcare network, has harnessed the power of brand journalism and taken its content to new heights, with a clear mission to get its experts noticed and grow the business.
In this session, Rebecca Steward, Hartford’s director of content marketing (and a former news anchor), addresses the question: What makes a good story great for business? The answer: When the content marketer makes the customer the hero or heroine, with human traits that connect readers or listeners to the stories the hear, watch, or read.
Rebecca will explain how Hartford did just that, and in one example, generated 150 patient leads over a three-month period across several service lines. Hartford may be a healthcare provider, but the insights Rebecca will share are universal and should be part of every content marketer’s toolkit.