Health news site targets community, but draws employees

Baptist Health in Jacksonville, Florida, had an eye on reporters and the public when it launched its new website, Juice. But it’s a hit among its staff as well.

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When Baptist Health’s health news site reported on the risks of an e-cigarette that looks like a flash drive, parent-employees at the Jacksonville, Florida hospital network were concerned.

Four of them asked if their school publications could reprint the article warning about the device, which reportedly accounts for half of all e-cig sales in the United States.

That’s a win for Juice, the hospital’s recently launched brand journalism site.

“Employees are finding our information so interesting that they want to share it,” says Vikki A. Mioduszewski, editor of Juice.

Brand journalism is often billed as a way for organizations to reach the community and news outlets through newspaper-style content. That’s a major goal of Juice, but the site is also illustrating a little-mentioned bonus: communicating and engaging with employees.

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