Piedmont Healthcare blazing a trail as a content provider

With its new HealthWatchMD website, the Atlanta-based hospital system, with agency partner TRIO, has become a media producer.

You expect certain things from your local hospital. Emergency services. Health education. The capacity to do various procedures. Piedmont Healthcare in Atlanta has added an item to that list: news.

“We wanted to create something that didn’t feel like an advertisement, that really felt like a news source,” says Ed Lovern, executive vice president and chief administrative officer at Piedmont Healthcare.

In early March, Piedmont and Trio Media Group launched HealthWatchMD, a site that features videos on topics ranging from heart valve replacement and melanoma to dog walking and coffee. The site also includes hand-picked links to health articles from national news sources.

“Our vision was to really create a way to help people make more sense of those things,” Lovern says.

Piedmont and Trio hope to make the site, which stars Dr. Randy Martin, a TV health care reporter for 15 years, into a local health care resource—and not just in Atlanta.


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