According to Jacob Moore of True North Custom, Tampa General Hospital is growing its patient base “by leaps and bounds,” thanks in large part to its high-quality B2C title SHINE.
“As part of [its] growth initiative, TGH set out to refresh the organization’s public image and connect with patients, both new and existing, in their expanding service area,” Moore explains.
“To drive traffic to the hospital and medical group locations, TGH embarked on a multi-platform campaign targeting potential patients in Tampa Bay and surrounding areas. An integral part of that strategy is its new, high-quality consumer publication, SHINE,” he continues.
They were careful to build in response tracking in both their print and digital content, so they could provide some accurate data on the bottom line impact of the title.
“Within the first six months of the magazine’s launch, two issues of SHINE hit homes in the Tampa Bay area and generated 1,056 incremental patients,” Moore notes. “Additionally, between the first and second issues, the digital editions saw an increase in unique visitors of 60 percent.”
That’s a $24:1 total ROI for the campaign to date, and they’re just getting starting with brand publishing.
This kind of careful campaign planning and tracking is incredibly helpful to other companies that are considering diving into or expanding their own brand publishing efforts. As the bar is raised on brand journalism, the future of brand publishing is bright indeed.