Marketing Campaigns

From public awareness and philanthropy efforts to multi-million marketing campaigns, Health Beat's content assets and strategies were a driving force of Spectrum Health's growth. Around the clock, we drove brand and reputational awareness and market share for Spectrum Health with Health Beat's content. That was baseline. We took it over the top by using content to effectively market specific programs - such as the Women's Health, Cancer Center, Cardiovascular Care, Rare Genetic Diseases, Pediatric Craniofacial Surgery, Healthier Communities, and Congenital Heart programs. For each of these areas, we had a special website landing page with patient stories that showcased the expertise offered at Spectrum Health and calls to action to connect patients to lifesaving or life-changing health care providers and programs. We promoted this content and collateral among all content channels - owned, earned and paid. The marketing results proved to be astounding - with Health Beat directly responsible for more than $100 million in annual profit for the health system. And people came to Spectrum Health from around the world to seek care they learned about from our content marketing ventures.