14
Jun

Health Beat continues to set the standard for brand journalism with trusted storytelling—when our community needs it most.

Our friend Jim Ylisela at Ragan Consulting Group recently wrote a blog post that highlights how companies’ brand journalism platforms have been essential to their communications and overall brand clarity and visibility during the COVID-19 crisis.

Jim and RCG are tremendous communication partners to some of the world’s leading brands, and these companies he’s profiling all have great stories to tell. As Jim points out, building a brand journalism platform (not just a blog or newsroom) for your organization will be even more important going forward, in your efforts to remain highly visible in the digital realm with clear, authentic, and relevant storytelling, directly to your customers and prospects.

So we won’t fault Jim for not mentioning Health Beat, a brand journalism site Elexicon , and we’ll gladly report on their accomplishments during this strange and scary spring and summertime of 2020.

Where the mission meets the moment

As the Coronavirus pandemic swiftly descended onto West Michigan in March 2020, the entire Spectrum Health organization confidently mobilized into action. As the largest health system in the region, Spectrum Health would be the epicenter for COVID-19 diagnosis, testing, and care in West Michigan. Through best-practices preparedness and strong leadership from system President Tina Freese-Decker and Chief Medical Officer Darryl Elmouchi MD, Spectrum Health has been weathering the storm as effectively as can possibly be expected.

Testing and case treatments have been handled with the utmost care and dedication from the inside, and Ms. Freese-Decker and Dr. Elmouchi have also spearheaded constant, transparent communications that kept the community informed and led to Grand Rapids and West Michigan residents successfully managing the “curve” of cases (as of this writing, trends have been carefully, optimistically, positive).

Health Beat, as you might imagine, played an important role alongside these executive communications. Information on hand washing and social distancing and telehealth options could be found everywhere, but Health Beat’s journalism clearly and authoritatively provided this type of detailed information directly from the region’s leading health experts. And, in true Health Beat fashion, they didn’t stop there.

On-the-ground reports

Health Beat delivered “on the scene” reports with photo galleries and video of drive-through testing operations, helping to reduce stress by giving patients an idea of how it works and what it would be like when they arrive.

More authentic personal stories

Health Beat’s beautiful storytelling about health journeys continued, but with a different focus: The caregivers on the front lines of Spectrum Health’s response. Health Beat created amazing profiles of the courageous nurses and doctors, where their dedication to saving lives — in the face of danger — shined through.

A steady flow of clear, trusted advice for keeping yourself and your family physically and mentally healthy

Over the past several weeks, Health Beat has delivered an incredible succession of advice for dealing with COVID-19, from identifying symptoms to staying safe and sane at home: At-home exercise, easy and affordable meal ideas, sleep advice, mental health tips, even an article reminding folks who can’t go to the hairdresser that some hair color products can cause an allergic reaction.

As our nation—and our city of Grand Rapids—were forced to once again come to grips with racial inequality and inequity in the wake of police violence and the outsized impact of COVID-19 on minorities, Health Beat continued its thoughtful reporting from the perspective of Spectrum Health’s role as a pillar of community health.

In the last few months, Health Beat has once again proven why it has achieved over 120 web site, public relations and content marketing awards, and why it’s a standard-bearer among brand journalism platforms. Get in touch with us to learn more about how we can help you develop a brand journalism platform for your communications strategies.

15
Apr

Lessons in leadership, perseverance and improvisation, on the 50th anniversary of the Apollo 13 mission

A few weeks ago, I wrote a post about John F. Kennedy’s 1962 “we will go to the moon” speech. I detailed my thoughts of how I felt that inspirational speech is relevant to today’s COVID-19 crisis. This past weekend was the 50th anniversary of the Apollo 13 mission, which happened eight years after JFK’s speech. The U.S. had already a year earlier in 1969 reached the moon with the Apollo 11 mission, “in this decade” as Kennedy aspired, and ahead of the U.S.S.R. The Apollo 13 mission had a much different result, but its story still draws a through-line directly back to Kennedy’s spirit of determination and innovation, embodied in the phrase “…that goal will serve to organize and measure the best of our energies and skills.”

A ‘successful failure’

Most of you are probably familiar with the Apollo 13 mission that—due to an explosion and damage to the spacecraft—failed to land on the moon. But the craft didn’t come crashing down on the moon or back to earth. Instead, the crippled technology successfully ferried its crew safely around the moon and back home, due to the leadership, perseverance, innovation and hard work of the mission control crew in Houston. If you need a refresher, the 1995 Apollo 13 movie directed by Ron Howard and starring Tom Hanks, Ed Harris and Gary Sinise is excellent work, and should be on everyone’s social-distancing list for a watch or re-watch. And an insightful new interview with the mission’s captain Jim Lovell was posted by USA Today this weekend to commemorate the 50th anniversary.

Whether you are one of my fellow small business owners and entrepreneurs, or one of Elexicon’s clients or colleagues, I’m sure we’re all feeling uncertain and at least a little shaken right now—if not overwhelmed by the breadth and depth of this crisis’ impact on the economy. We’ve all been setting goals, and organizing the best our energies and skills. We’ve been planning our own versions of successful moon landings, and we’ve pulled some off.

But now the course that we were on has been obscured, and in some cases, seemingly erased.

No playbook, no blueprint

As I talked about in another recent post, we were holding “maps”—plans, projects, targets—for the territory our businesses and teams would traverse in 2020. Now that terrain has changed and we need new maps. The Apollo 13 mission team’s response to their sudden reversal of fate set a great example of how to rise to a challenge for which there was no playbook or blueprint, with resourcefulness and determination. Sometimes we do our best work by developing a well thought-out strategy, and then implementing that strategy to successfully reach an objective. But other times we need to respond to unexpected adversity. We need to set aside the original aspirations we had, let go of “what could have been,” and focus on what needs to be done now. In these moments, with these decisions we can still achieve our “finest hours.”

Here’s Ed Harris’ Gene Krantz* defusing any thought that “This could be the worst disaster NASA has ever experienced.” Instead, he delivers a counterfactual, that this team is going to adapt to the new reality, and “…this will be our finest hour.”

“We have a new mission”

Many of us entrepreneurs, business owners and team leaders are now throwing out our flight plans, and are faced with a new mission. “I don’t care what anything was designed to do, I only care about what it can do,” says Harris’ Krantz in this scene. In normal times, for all of us, this is counterintuitive. We envision, plan, design, and create products and processes to do a certain thing or produce a certain result. But when we’re faced with a seismic shift in outlook or an unexpected crisis, we need to decisively and creatively determine what our business, product or services can do to first survive and then thrive in a new way.

Creativity under constraints

I’ve always loved this scene where an ad hoc team “downstairs” at mission control needs to quickly devise a way to connect a square fitting to a round hole, to give the astronauts the carbon monoxide filtering they’ll need. They need to “fit this into this, using nothing but that,” with “that” being only the spare parts and gear available on the spacecraft. The sequence is a great example of creativity under constraints, and inventing a solution with limited resources. In different ways, we’ll all be facing new constraints on our processes, where before we typically had all the resources we’d need. Sometimes, it is from within constraints that true creativity and innovation happen, and new solutions are invented that we may have never thought of before.

Communication, trust, teamwork

Finally, this roughly 4-minute scene—terrifically written* and acted—depicts the flight crew exercising their problem-solving and leadership brainpower as a team. We all know how to deliver advice on subjects that we’re experts in, and how to be a good team player. But in times like these, we need to dig deeper, below all that stuff we read and learned, and into our instincts and guts. This scene is timeless, but is especially timely and relevant in the context of current events (whether we’re talking about leading our own businesses and teams, or our leaders in government):

  • Communication: Loren Dean’s EECOM John Aaron, clearly and authoritatively arguing that “power is everything,” that the module’s electrical battery power needs to be shut down to be conserved for later. He states exactly why, and that has the data to back it up.
  • Trust: Harris’ Gene Krantz to Dean’s John Aaron, “That’s the deal?” Then after a deliberative pause, “Okay, John, the minute we finish the burn, we’ll power down the L.E.M.” Krantz knows he’s not the smartest guy in the room and sets aside any need to prove that he is. Instead, he trusts their advice, puts a plan in motion based on that trust, and then sends them off to work with a little pep talk. But the trust he instilled was probably enough extra motivation already.
  • Teamwork: Gary Sinise’s Ken Mattingly is called in to run the power simulations, to determine how to most efficiently bring the L.E.M. power down and then back up again. Mattingly requests that the simulator be “cold and dark” like it is up in the spacecraft, and he’ll need a flashlight. When he’s handed a random flashlight, Mattingly says “That’s not what they have up there … don’t give me anything they don’t have up there.” Even though the kind of flashlight is probably inconsequential to the power-up procedures, but Mattingly instinctually knows he needs to practically put himself in that cockpit with his teammates in order to precisely do his job.

While it’s no silver bullet for our anxiety, I hope that looking back on the early days of the U.S. space program provides some lessons in what we’re all capable of, and reminds us that perseverance, ingenuity, and sometimes improvisation are in our nation’s DNA.

*According to interviews with the astronauts and flight teams, and with the filmmakers, the Apollo 13 movie falls somewhere between being “firmly-” and “loosely-based” on actual events and characters. Some roles were composites, such as Ed Harris’ depiction of White Team Flight Director Gene Krantz, which also incorporated decisions made by Black Team Flight Director Glynn Lunney. Some quotes such as “Failure is not an option!” were added with artistic license for dramatic effect. Regardless, I find the movie’s dramatic portrayals to be an effective embodiment of the leadership, teamwork and problem solving that led to saving the astronauts’ lives. The movie captures the spirit of “toughness and competence” that the real-life Krantz would make a central theme of his autobiography (which, interestingly, Krantz went ahead and titled, “Failure is Not an Option”).

09
Apr

We’re all in this together … no matter where “this” is.

Hey, everyone,

If you’ve clicked on this post, you’re probably one of our clients or colleagues, (also known collectively as our friends). If you’re a “new” friend, thank you for clicking! I’m the founder and owner of Elexicon. I can’t believe it’s been over three weeks since that Monday in mid-March when we all returned to work from the weekend, for the most part via webcam from our home offices. The COVID-19 crisis arrived so quickly, and now does not appear to be leaving any time soon — like it’s moving in fast-forward and slow-motion at the same time … such a strange time. We’re all in uncharted territory without a map, as parents of children, as children of older adults, and as professionals and business owners.

From my point of view of being a small business owner, I wanted to give you an update on what we’re doing and how we’re doing, now that I have a few weeks of perspective. At Elexicon we’re doing our part to social-distance, we continue helping our clients, and we stand at the ready to help more. We’re especially thankful for the health care workers who are on the front lines of the battlefield for us. They inspire us every day.

Work and the office

We moved into a new office in downtown Grand Rapids in December, and we’re located just above the row of restaurants, a coffee shop, bars and a microbrewery on Ionia Avenue. It’s been sad and surreal to see the once-bustling street go quiet, and those great new neighbors that we were just beginning to get to know need to close down. We’re looking forward to hearing the muffled sound of voices and music from HopCat below us, and the shouts and honks from the street outside again soon. Now that we’re settled in, we might otherwise be planning an open house right now that would spill down into visiting you all, as well. We wish everyone the best.

Patiently awaiting the return of our guests.

Our new office is smaller than our previous home base, a decision we made because our team had become a hybrid of office- and home-based workers. Some were in the office all the time, some worked from home most of the time, and some had a mixed schedule. As a result, the all-work-from-home approach for Elexicon has been a smooth transition. Our work continues, perhaps not quite business-as-usual, but let’s call it business-as-unusual.

Our clients

The COVID-19 crisis has impacted our clients in different ways. I won’t go into much detail about who they are or specifically how they were affected, but our clients are generally falling into three categories of impact. We’ve had a small handful of great clients who unfortunately were abruptly impacted, each in their unique way, by the cancellations and postponements of live events. We’re already seeing them improvise their offerings into the virtual space, but they have understandably needed to scale back their work with us on digital services and marketing.

For businesses like these, we’re advising them to stay visible through their own communication channels and remain on the minds of customers and prospects. Online events are a great idea, even if they are no substitute for the live alternative. Another activity to consider may be easier said than done with so many other stresses and concerns on your mind, but organizing your thoughts into occasional social media, video or blog posts may be therapeutic, as well as helpful to organizing wrapping your mind around your business’ return plan.

Smaller businesses may need to adapt and become something different when you re-emerge, but stay focused on returning. Get creative, rediscover that passion … this crisis doesn’t change the fact that you’re an entrepreneur and survival is in your DNA.

Healthcare

As many of you know, we have several healthcare clients, as well. I mentioned above how thankful we are for the front-line caregivers, and we’ve also been unsurprisingly impressed with our client colleagues in the digital and communications departments. Michigan communities are getting concise and transparent information from their healthcare organizations, about an ever-changing medical crisis that can otherwise be frightening and confusing. We’ve been proud to simply have the opportunity to be called upon here and pulled in there to help support these monumental efforts for some of the best of those organizations. We’re also glad to see some of the digital communication platforms we’ve built get called into a new level of service to inform the community.

These clients have truly risen to the moment and were well prepared (even for this), so our only advice to them has been to keep up the awesome work, while proactively sharing creative ideas and keeping technical platforms running smoothly. Simple, direct, transparent and clear communications are such an important resource to communities that are stressed, scared, and otherwise confused by the barrage of information overload and noise they’re receiving from elsewhere.

Homebound sales

A third category consists of midsize and large companies who have been, for the most part, weathering the storm over the past month, aside from adjusting to their significant transitions to a remote workforce. One impact on the sales and marketing front has been — and will continue to be — travel restrictions and trade event cancellations. We’re working with some of these clients — and would advise any business that falls into this category — to develop alternate strategies for using digital communications and channels to demonstrate their products and services, from videos and explainer animations to mobile apps and “virtual” showrooms. This crisis won’t be an extinction-level event for trade shows, but they may never be the same, so there’s no better time than now to plan alternative strategies to trade shows, conferences, and seminars. We recommend thinking outside the box of Zoom events and webinars to really stand out.

Redrawing the maps

I will expand on some of the thoughts above, as they relate to what lies ahead of us in the coming year as the “new normal,” in some upcoming blog posts. In January we all held our own maps to navigate the landscape that lay ahead of us in 2020. Now that landscape has drastically changed, and those maps suddenly would get us lost. We need to quickly and decisively understand the new landscape, and draw new maps. As expert digital strategists, communicators, designers, developers and marketers, that’s what Elexicon does, has done before, and will be here to do it again: Understand new landscapes of business opportunities, and draw new maps to find them, together.

Stay safe, everyone,

Brion

20
Mar

Revisiting inspirational quotes and speeches during these times? JFK’s “go to the moon” speech is a good one—especially the less-famous part of its most quoted sentence.

An insightful presenter at a conference I attended a couple years ago drew my attention to this part of JFK’s speech.

Before I share my thoughts about an inspiring speech from 57 years ago, I’d like to thank all the medical professionals and caregivers who are on the front lines of this health crisis right now and truly inspiring us every day.

“We choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills.” — President John F. Kennedy, Address at Rice University on the Nation’s Space Effort, September 12, 1962

The first half of that quote gets printed onto motivational posters and placards, and is the oft-used sound bite in archival footage of President Kennedy, standing before a large crowd in Houston. I personally have always liked the second part, though. I interpret JFK’s words as stating that while the destination is putting a man on the moon, the journey to get there—to create, to innovate, to find bold solutions to new problems—is what will truly benefit the nation in the long term.

A few sentences later Kennedy inserts a mention of “winning,” and the fact that the U.S. did beat the U.S.S.R. to the moon in 1969 was a point of national pride. But the collaboration—the “meeting of the minds”—of the best entrepreneurs, experts, scientists and engineers led to a new era of technological advancements in health care, public safety, transportation, computing and more. And the journey that began with that speech still has not ended. To borrow another iconic quote from these events, the “giant leap for mankind.”

A thought for these times

I’m reminded of how we are now being forced to organize and measure the best of our energies and skills today, amidst the COVID-19 pandemic. While we as a nation did not “decide” to take this journey, and perhaps we were instead un-prepared in many ways, I think it’s important to remember that we as Americans and as humans are capable of re-inventing the world as we know it for the better.

Sometimes we are challenged to do so, like emerging mere decades after World War II with not only a powerful, greatest-nation-on-earth United States but also a rebuilt and productive Europe and Japan. Other times governments or entrepreneurs set a goal, like someday relying completely on autonomous vehicles to save time, lives and natural resources. I’ve been a skeptic of when and if a driverless society will happen, but I am very certain that the energies and skills involved in that quest have already led to safer vehicles today.

Now we face a new challenge, and this health and financial crisis may be the biggest we’ve seen as a nation and as a global community. On March 20, 2020 these events seem scarier than any world war or terrorist attack. We’re all looking for reassurance, and my article here can’t give you a whole lot of that. All I do offer to those who are reading this is a reminder that the United States has shown a great tendency for collaborating and innovating toward a long-term goal, with a complete acceptance that the journey to that goal will require a lot of hard work and heartache. Another passage just a bit later in Kennedy’s speech:

“We ask God’s blessing on the most hazardous, and dangerous, and greatest adventure on which man has ever embarked.”

We need to control the spread of, treat, and find a vaccine for COVID-19, that is no doubt the goal. And we must organize the best of all our skills and energies for the journey toward that goal and beyond. We can find better ways to minimize and control viruses. We can discover effective new ways to travel, educate and work, even as we return to our old airports, schools and offices. We can re-invent logistics and the supply chain. We can improve how we care for our elderly and protect our children. These are unprecedented times that will require unprecedented vision and innovation, and these qualities are embedded in our nation’s DNA.

When social distancing ends, we can also end cultural and political distancing. We can emerge from this less divided, and more whole. The years since our last all-encompassing crisis in 2008 have also been among our most divisive culturally and politically. But now it’s time to re-examine our shared DNA, to re-discover who we really are—a nation built on one moon shot after another.

30
Jun

Case Study: Health Beat

Posted by: Brion Eriksen

How being their own publisher helps Spectrum Health tell its stories from the “inside out.”

Elexicon is proud to have helped Spectrum Health plan, design, and build their news and information web site, Health Beat. Produced and managed by editor in chief Cheryl Welch and her talented team, Health Beat is actually much more than a “news site.” Spectrum Health’s marketing communications leadership intentionally took a brand journalism approach when we helped develop the content strategy in 2015, taking the writing, reporting, photography and video to a higher level of professionalism and storytelling. Health Beat serves as a trusted platform for Spectrum Health’s voices: Their leadership, their doctors and caregivers, and (especially) the stories of patients.

Storytelling from the inside out

Every day, Health Beat delivers expertly written and photographed stories about what is happening at Spectrum Health, including medical breakthroughs and health and wellness information. Many of these stories are driven by the latest health-related national and global headlines, providing Spectrum Health’s expert insights, and reporting on local impacts. However, that core mission—its gift—is its genuinely authentic, this-is-real-life approach to telling patient stories. Many of the articles have joyful happy endings, but others capture an ongoing fight for life, or a raw, emotional struggle for which the outcome is still undetermined. Health Beat’s storytellers passionately craft words and pictures to represent these lives with dignity and beauty.

A highlights video Elexicon produced for Health Beat that captures it essence, with several article highlights from 2018.

One example that truly touched our team a few years ago still stands out. There was a series of Health Beat articles written about a young husband and father who was battling terminal brain cancer. Each article documented a stage of his journey, from participating in an experimental drug trial to taking a last vacation, then finally a reflection and photo tribute after his passing. His family asked the Health Beat team to provide printouts of all the articles so they could be displayed and shared at his funeral. We don’t often find ourselves getting emotional over an e-mail request from a client to help with some web-to-pdf formatting.

Photo credit: Chris Clark, Spectrum Health Beat

That story captures the beauty of Health Beat: Going deeper than surface-level branding, marketing, advertising and P.R., and into storytelling that enables empathy, captures humanity, and delivers inspiration. Some readers may have a loved one suffering from a particular condition, and through Google-search they find a Health Beat article about a patient with the same condition. The journalistic storytelling provides another helpful layer of information, about what it’s like, what to expect, and how to manage it both physically and emotionally. Other readers may just be having a bad day and click on a social media link to a Health Beat article, and be inspired and uplifted (and entertained!) by someone like the beautiful Candus Jones.

Jones tears up after she decided to challenge herself to walk the length of the hall without stopping to sit down. It was more than twice the distance she had walked in the past 2 1/2 weeks. (Photo credit: Taylor Ballek, Spectrum Health Beat.)

Earning, building and embodying trust

If you were not familiar with Health Beat before, one of your first questions at this point might be: What about privacy? The subjects of these stories, the patients and their families, are often in the midst the most vulnerable moments of their lives when Health Beat produces a story about them!

That’s where trust comes into play. The patients and families trust their doctors and Spectrum Health, and Health Beat has become a trusted extension of the institution: Trusted by Spectrum Health leadership, by the health system’s medical experts, and by the patients.

The Health Beat team has earned this trust in several ways:

  • Professionalism Cheryl is a seasoned professional journalist with a deep experience leading a traditional newsroom; and the team also includes fellow professionals, writer Sue Thoms and photographer Chris Clark. Given this background and award-winning talent, the team conducts their work at the highest level of ethics and discretion that you would expect.
  • Passion The Health Beat team’s passion for their journalistic craft is apparent in everything they do, from their respectful interactions with patients and families to their unyielding reliance on medical expert approval before any story gets published. Patients and families are treated like the amazing stars of these stories that they are.
  • Quality Tied directly to the team’s professionalism and passion, the quality of the content output is professional-grade stuff: Spend some time browsing Health Beat and you’ll feel like you’re reading a major publication with spectacular photography and heartfelt storytelling.

The bottom line: This isn’t advertising or promotion. Doctors, patients and families can trust that their story will be told with respect and dignity. Health Beat writers and photographers are even invited all the way into operating and recovery rooms to chronicle the breadth and depth of the story. The families do this for the greater good of educating and inspiring their community—but it also feels good to have you story told sometimes, doesn’t it? Especially by such pros?

David Spaulding meets his great-great grandson Grayson David Fandrich. As Grayson entered the world, David was fighting to survive a near-fatal heart attack. (Photo credit: Chris Clark, Spectrum Health Beat.)

Something special

The embodiment of the trust that a thoughtful brand journalism strategy can build is Health Beat’s “Special Series.” While the majority of patient stories are stand-alone profiles, some families’ journeys cannot be wrapped up in a single article. Instead, some families trust Health Beat to document their entire journey. We saw it earlier in the request for all that young man’s Health Beat articles to be part of his life tribute.

We also see it in “Life for Lilly,” a series that chronicled the story of Lilly Vanden Bosch, a 10-year-old girl with a rare autoimmune disorder known as aplastic anemia. For any family and child who might also have this or a similar condition come into their lives, Health Beat and the VandenBosch family documented an informative and inspiring story for them to experience: The radiation treatments, the bone marrow transplants, how there will be tears and sometimes danger, but also how much fun and joy and laughter can remain part of the process.

Because of her weakened immune system, Lilly and her mom will be relatively isolated from friends. She won’t be able to attend school or eat certain foods. (Photo credit: Chris Clark, Spectrum Health Beat.)

A foundational communication channel

Since launching, Health Beat has been a best-practices standard-bearer for brand journalism in health care. The publication has won over 125 content marketing and P.R. awards for excellence, within the health care industry and beyond. (In fact, in 2018 Health Beat topped Microsoft’s Story Lab brand journalism effort for P.R. Daily’s Content Marketing Awards “best of show” web site!) In addition, the site has grown its audience exponentially over the years, and has developed a loyal following through e-mail subscribers and social media followers. Health Beat has become a trusted institution in Spectrum Health’s home region of West Michigan, and has also extended its significant reach to a national and worldwide audience.

As critical institutions of their communities, every health care system needs a communications mix of of media relations and community relations, of brand advertising and earned media, and of course crisis communications, especially in times like we’re seeing in 2020. But Health Beat proves that brand journalism should be an important communication channel in health care content strategy as well—In fact, a brand journalism channel can drive the content strategy. You see, Health Beat has become more and more trusted and popular year after year, for many of the reasons we already mentioned above: A commitment to the highest standards for telling stories of real life struggles and triumphs. Brand journalism can serve as an effective vanguard for flowing all of your other channels of communication into your digital ecosystem. (It doesn’t hurt that Health Beat has seen 1.2 million visitors in the past 12 months.)

A ‘mighty’ impact

No profile of Health Beat would be complete without the story of ‘Mighty Boy’ Elijah. A Google search by Elijah’s parents found a Health Beat article, setting off a series of events that saved the child’s life.

Powerful stuff, and a great example of what’s possible with brand journalism, especially in the health care space, where there are not only so many inspiring stories to tell, but also such a wellspring of important information that needs to be communicated in a professional, trusted forum.

Hey … was this supposed to be an Elexicon case study?

Well, thank you for asking 🙂 We’re such big fans of Health Beat here at Elexicon, we really like to focus most of the credit for its success to its editorial team and the doctors and leadership teams that support it. But if you must know, we’re also pretty proud of the work we put into Health Beat, as well:

  • Content Strategy We helped Spectrum Health develop the content strategy framework for their web site and digital asset management system, that laid the groundwork for what content assets could comprise this new “Content Hub,” as they initially called Health Beat. Props to Jill Seidelman, Health Beat’s digital marketing manager, for working alongside us during those months to make Health Beat come to life.
  • Design We designed the brand creative and user experience of the initial site that was launched in 2015 and the 2018 re-design. Our designers established Health Beat’s user-friendly, inviting aesthetic across all devices. 75% of Health Beat’s traffic arrives via mobile phones and tablets. Our creatives have also designed many of the infographics featured on Health Beat.
  • Development We built a completely custom, enterprise-class WordPress platform that enables a robust editorial workflow on par with many far more complex and expensive content management systems. Editors and writers can obtain reviews and approvals from patients’ physicians and other health experts, and ensure the content is securely and completely vetted without causing any backlogs or bottlenecks.
  • Third-party Integration We made building weekly, monthly, and special-edition SalesForce e-mails from the content easy, and the system can also pull stories out of the content management system and display selections of them throughout the hospital system facilities on their digital signage.
  • Social Media Engagement was a priority, so we build our own custom engagement-counter plug-in to display how many likes, shares and comments each story is receiving.
  • Web Site Maintenance We built a rock-solid web site platform that, in the words of the old Timex slogan, “takes a licking and keeps on ticking.” The Health Beat team drives multiple story drafts, story reviews, story publications, photo galleries, videos, comments, and content feeds through the system on a daily basis. We continue to maintain the security and performance of the site, while the Health Beat team goes about all this business without needing much help from us. That’s the way we think it should be.

A growing trend over the past decade, whose time has now truly come

A brand journalism approach is an excellent strategy for maximizing the ROI of all your company’s content, by boosting visitor traffic, driving engagement, and supercharging the goodwill of your brand. As Health Beat has demonstrated, this is especially true for health care organizations, whose communications are so critical to the community, and there are so many awesome stories to tell. Also consider:

  • Health-related internet use has become one of the Top 3 online activities in the world. More than 100 million Americans visit health-related sites regularly, according to eConsultancy, and these figures were derived well before COVID-19. Think about how you want your stories to be front and center in these searches and activities, especially with your local community and consumers.
  • 77% of patients Google information about a health care provider before making an appointment at that provider, according to Content Marketing Institute. A brand journalism site like Health Beat can provide a deep and broad picture of your services, expertise, and patient experience that basic brochure-ware web content never could.
  • According to Social Media Today, 80% of decision-makers prefer to access company information via a series of articles rather than advertisements, and 70% said content marketing made them feel closer to the brand. A well-told story provides more long-term brand value than even a well-placed ad.

Interested in Brand Journalism? We can help, with proven strategies and technical platforms. Contact us for a free 30-minute consultation today.

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