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05 TUFTs MC WEIGHT LOSS
02 TRUMAN MEDICAL CENTER/UNIVERSITY HEALTH
01 UnitedHealthcare
03 PROVIDENCE
02 TRUMAN MEDICAL CENTER/UNIVERSITY HEALTH
01 UNITEDHEALTHCARE
50%
in the year 2017
Fitbit's improved peoples health by
RESULTS ARE IN
What's next?
RESEARCH
We don't claim to be experts on everything, but we research and prepare for every meeting like we are. Research is important with native as the industries seem to be ever-changing in this climate we are living in and we must be prepared to speak on these types of shifts and changes and recommend how to best message toward them.
DEVELOPMENT
After discussing and brainstorming with a client or team, the next best discussion is development. How we can take what we've learned, perhaps interview folks, and marry those ideas with assets - whether created or provided - to tell a unique story. A compelling written story with engaging, interactive elements is a proper diagnosis for healthcare content.
EXECUTION
The StoryStudio will work with brands not only to brainstorm and develop concepts, but to identify targets, markets, and promote and report on that success. We believe it so important to provide accurate, transparent, real-time reporting to the client, followed by a final report at end with relevant insights and benchmarks.
Find out more
When a client needs a fresh opportunity to deliver a very specific message. This has been extremely popular. With no events or other media opportunities to generate earned media, the articles produced by StoryStudio have helped deliver important messages.
AT A GLANCE
Healthcare content scored more than 577,000 engagements with our Hearst audiences everywhere. Our readers are hungry to engage and learn.
577k
This year, we have served over 100,000,000 impressions to content around the healthcare industry.
109m
76 stories posted and counting. With a return to health post-pandemic, now more than ever is the time to be online and be promoting healthcare.
76
At StoryStudio, we have the unique opportunity to work with various healthcare brands. Healthcare is one of our top and most influential industries that promote content to various audiences. One key theme is consistent for all our healthcare partners: health should be a priority. Here is a look into how we have helped our healthcare brands tell their stories and help our audiences prioritize their health.
Prioritizing your health.
A content case study and research vision.
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Healthcare • CASE STUDY
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Click on an icon to EXPLORE HEALTHCARE CONTENT TRENDS
Healthcare • CONTENT TRENDS
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Telehealth
Virtual healthcare is exploding. According to Accenture's 2020 digital health consumer survey, 62% of healthcare consumers prefer virtual healthcare options. Health networks, insurance providers, and physicians should be aware of this movement and cater to the demands of the public. This trend will give people options, as well as cut down on things like post-surgery hospital admissions and ER visits to make room for major situations.
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Personalized Healthcare
More is becoming available online to identify and teach consumers about their health. Take 23andme for example. They have made DNA genetic testing kits available and affordable so that people can test for things like genetic disorders or conditions. Everlywell is another company that can use at-home tests to measure things like food sensitivity to identify other health issues to address. Having kits like these on hand puts consumers in control of their health for preventative healthcare action and treatment which is another great topic of discussion. Also worth nothing in this category is government policy and how that affects certain communities as well as on-demand healthcare in which consumers can opt for unbundled healthcare options and shop around for coverage. This points to the trend of urgent health care centers which have sprung up all over the globe. Health insurers and providers are being forced to innovate with demand..
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Mental Health
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Technology
Artificial intelligenceis already affecting dozens of different industries. Healthcare is no exception. Like covered in preventative and personalized care, people can diagnose themselves these days. Using things like apps, testing kits, wearable technology can help consumers easily find health information quick and better than a Google search. Another topic here is shared technology between pharamaceutical companies, health networks, providers and insurers - could it happen? Could that prevent another pandemic or provide better treatment options? Domestically? Globally? Also of note is the ability for AI to use robotics in surgery. Advanced technology will continue to influence healthcare and the industry will evolve alongside it.
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Recruitment
Speaking of robots. Controversy is there, correct. But are doctors there? In the age of the baby boomer retirement, what might our future healthcare workforce look like? Will we have a shortage? Can we afford NOT to use robots and advanced technology? Let this concept loom as an angle of recruitment for healthcare needs.
The StoryStudio team really digs in to understand the brand, the mission, and the overall needs of the campaign. It isn’t a cookie-cutter solution; it’s custom content that delivers on the objective of the current campaign.
-Mary Renouf-Hanson,
Associate Vice President of Social and Influencer Strategy for Providence
CASE STUDY:
SCROLL TO EXPERIENCE
UnitedHealthcare has been a long-time partner of ours in creating compelling content in the healthcare industry. Over the years, we have written and promoted about topics from healthcare plans, mental health, to telehealth, and more. Our strategy starts out with a conversation about relevant healthcare news, what others in the space are doing, and what important messaging UHC has to share throughout the course of several months. From there, we interview experts and create a dialogue about the topic that we can then partner with research, testimonials, and assets to bring the story to life. UHC has been a great partner in being thought leaders and preparing for this space, so it is a no-brainer to feature their latest work.
This year, UnitedHealthcare, in conjunction with StoryStudio, worked together to create a story about the return to primary care in a post-pandemic world. We talk about the importance of primary care for management of chronic conditions and early detection of disease, how technology is playing a role in virtual care, and even how having a primary care physician can save you money.
We utilized creative assets like pull quotes, an infographic, a call for more content by UHC, photos, as well as calls to action to bring this stoy to life. The promotion included 5,000 engagements at a minimum along with 1M impressions to adults, age 35+, interested in well-being, health, wellness, medicine, and family in the SFDMA. This promotion ran over the course of two months.
Over those two months, we saw 8,400 readers come in and spend an average of 1:49 on the page. Paired with a click report of almost 1,000 clicks, one could say that readers were liking what they were reading and wanted to know more. These insights let us know that people are indeed understanding the importance of returning to their health and are interested in exploring ways to do that like using virtual care.
1,836,173
impressions
8,487
engagements
871
outbound clicks
Placements featured on:
1:49
minutes
Over the course of promotion, over 1.5M impressions were realized from native and social ad units driving viewers to the story page.
Over 8,400+ individual viewers engaged with the UHC experience, staying on the page for longer than 30 seconds.
Viewers spent an average of 1:49 minutes on the story page interacting with the experience.
This is the amount of readers who not only read the story, but took the next step in reading and learning more.
03 PROVIDENCE
04 TUFTs MC ER
04 TuftS MC ER
05 TuftS MC Weight Loss
Truman Medical Center/University Health's story is actively running on KMBC and beyond to women currently and looking to be pregnant. TMC/UH delivers more babies in Kansas City, Missouri, than any other hospital. The goal is to highlight the services, support, and resources available within the pre- and post-natal and newborn units at TMC/UH. To help tell this story, we feature a testimonial of a family who went to TMC/UH with a high-risk pregnancy situation concerning twins where a surgery as well as a complicated procedure for mama was able to help this family save and deliver their babies safely. We also spoke with a nurse navigator and OB/GYN who were able to help share the mission from the inside.
To help tell these stories, we worked with the client to create custom graphics around pregnancy. One of which showcases visually what to pack for the hospital. The graphic covers everything from do's to do-not's. We also developed a pregnancy timeline with weekly showcases of how big a baby can be in relation to commonly known objects and themes of Kansas City. We also made sure to capture video, image, app, and location information assets to round out the resources within the page.
Here are some screenshots of the story running online:
5,128,675
impressions
23,256
engagements
3,256
interactions
2:14
minutes
Over the course of promotion, over 5M impressions were realized from native and social ad units driving viewers to the sotry page.
Over 23k+ individual viewers engaged with the Qatar Airways experience, staying on the page for longer than 30 seconds.
Viewers spent an average of 2:14 minutes on the story page interacting with the experience.
Interactions are clicks from users that navigated or explored the features throughout the experience.
Story #2 in Tufts Medical Center's repertoire with WCVB was a production on pandemic weight gain and the options available through Tufts MC's locations for bariatric weight loss consultation and surgery.
We brought this story to life using video, before and after slideshows, as well as infographics and calls to action within the content, custom modules, and the map.
Metrics here reached almost 5x the guarantee for engagements and almost 5x the industry time spent for native content.Also interesting to note that 15% of readers took an action on the page.
Lucky for Boston citizens who may have put on too much weight during the pandemic, there are options! We can tell there are a lot of readers out there who are interested in this subject and we hope to continue to reach them with more health content as the months go on.
2,463,099
impressions
24,605
engagements
15%
of readers
4:54
minutes
Over the course of promotion, over 2.4M impressions were realized from native and social ad units driving viewers to the story page.
Over 24k+ individual viewers engaged with the Tufts MC weight loss experience, staying on the page for longer than 30 seconds.
Viewers spent an average of 4:54 minutes on the story page interacting with the experience.
15% of readers took an action on the page. Whether it was toggling through before and after weight loss modules, clicking through the map, or watching the video.
Tufts Medical Center out of Boston signed on this year to produce not only a custom content hub for their health partnership with WCVB, but also 12 custom StoryStudio pieces to pair with eight custom videos from Hearst Television Digital Studios. In short, we have had our hands busy with the Tufts MC team to create their vision and to create stories for their readers.
Our partnership is on month six. So far, we have covered topics such as not skimping on emergency room visits for serious conditions ignored because of COVID, seeking primary care post-pandemic, considering weight loss options with Tufts MC bariatric care units, as well as currently producing stories on high-risk pregnancies, orthopedic surgeons, cardiology and dermatology.
The story on the right was shot right out of the canon in April 2021. Even though citizens were starting to get vaccinated, offices were beginning to open, people were beginning to gather, the pandemic was very much alive, and the affects of it are definitely still here. To help alert folks of paying attention to their health during this time and transition, this story was created to showcase the many reasons as to not ignore your health and what conditions to be on the watch for to determine an emergency visit.
We created elements to pair with the article and the hub that outlined what to look for in an emergency visit decision, a quiz on how well one may know their health, as well as a video and custom map of locations for getting to know the closest hospital with emergency room care.
Performance-wise, this story almost tripled its minimums and clocked in at 350% higher than the industry time spent for natiive content. With metrics like this, we know this content couldn't have been served at a more relevant time. The readers indicated interest by staying on the page, clicking through design elements, scrolling to the bottom, and clicking out to Tufts MC websites and locations. A breakout of more interaction is below.
1,146,036
impressions
1,459
interactions
3:24
minutes
Over the course of promotion, over 1M impressions were realized from native and social ad units driving viewers to the story page.
Over 14k+ individual viewers engaged with the Tufts MC ER experience, staying on the page for longer than 30 seconds.
Viewers spent an average of 3:24 minutes on the story page interacting with the experience.
Interactions are clicks from users that navigated or explored the features throughout the experience.
Providence, a well-known health network across California, Montana, Oregon, Washington, Texas and even Alaska, has been a partner with StoryStudio for years. As far as content goes, they are one of our most forward-thinking clients - always considering social movements and issues as related to health and providing the most resource about their services to every market they serve. We genuinely enjoy the vigor they have for the industry and the communities they're in and how they bring that to life with us.
As of recent, we have leveraged our Marketplace options to better serve Providence's market needs. We teamed up with Anchorage Press to host the Providence story to the right we created so that readers could better identify with the content in their region. We have also partnered with San Diego Union Tribune, the Missoulian, the Oregonian, and other Hearst publications through Texas. The Anchorage Press piece is currently live in market.
With Providence's useful insight into healthcare from the front lines, we have written and developed a ton on mental health. There are many types of mental illnesses and many types of treatments. By talking to community members through interviews and business or community partnerships about identifying types of illnesses, stigma, recovery, support, and even prevention, this one topic has blossomed into many different stories touching on many important areas of mental health. Providence knew that during the pandemic and even for the foreseeable future, this topic is not going anywhere and they positioned themselves to educate readers and provide resources during a great time of need.
5,128,675
impressions
23,256
engagements
3,256
interactions
2:14
minutes
Over the course of promotion, over 5M impressions were realized from native and social ad units driving viewers to the sotry page.
Over 23k+ individual viewers engaged with the Qatar Airways experience, staying on the page for longer than 30 seconds.
Viewers spent an average of 2:14 minutes on the story page interacting with the experience.
Interactions are clicks from users that navigated or explored the features throughout the experience.
We’ve done our own content for a while now, but the way StoryStudio thinks about content is on another level. The goal is to engage folks looking for information on important health topics. The creative ideas StoryStudio brings to the table have frankly upped our game significantly.
-Anonymous client,
Not-for-profit medical center
When a client needs a fresh opportunity to deliver a very specific message, this avenue has been extremely popular. The articles produced by StoryStudio have helped deliver important messages in a crowded media environment.
-Espe Greenwood
HPA Strategies
14,366
engagements
cONNECT WITH US
According to the American Hospital Association, fewer than half the adults with a mental health disorder receive treatment. And 70% of adults with a behavioral health disorder also have a physical health condition. That's a lot of people. This category of content is HUGE for that reason. We have written about identifying mental illness, treating it, preventing and educating about it, about stigma, recovery and support. As this topic continues to show itself among society, we will be here to support and educate readers alongside healthcare partners.
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