Advocate Health Care had high hopes for its health enews brand journalism site when it launched last spring.
But a Twitter direct message from Fox News surely surprised even the greatest advocates of its storytelling approach.
The Downers Grove, Ill., hospital group tweeted a story on how diabetic patients treated for their disease in emergency departments better managed it with the help of daily text messages.
A reporter with Chicago’s Fox affiliate replied, “Any way we can talk to someone locally about this? We’d love to come out today.”
For a largely suburban hospital group that once struggled to get the attention of journalists clustered in downtown Chicago, Advocate considered this a victory. Less than a year into its project, the hospital group now rates its brand journalism site a major success.