Hospital draws readers with rich storytelling, brand journalism

Atlanta-based brain and spinal injury center’s newsroom attracts and retains audiences through social media and paid promotion.

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When you represent a hospital specializing in brain and spinal cord injuries, it’s not every day you have the opportunity to make the evening news.

That’s why the Atlanta-based Shepherd Center has used a content strategy based in rich storytelling from its newsroom to catch the attention of new media outlets.

The newsroom is the center of the hospital’s storytelling through articles, photos and videos. The strategy is amplified through social media and paid promotion via the content amplification platform Outbrain, says Jane M. Sanders, the hospital’s associate director of public relations.

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