Advocate sees big gains from brand journalism site

Health enews draws reporters from CNN and the Chicago Tribune, and wins retweets from actress Christina Applegate. And a flood of potential patients are reading it.

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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.

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