You have a great new innovation. But how to get the attention of those distracted, cranky media types?
and The Ohio State University Wexner Medical Center
turned to brand journalism, landing coverage on “NBC Nightly News” of a self-administered cognitive test for those who may have Alzheimer’s.
For that, MediaSource, a content marketing firm, and OSU’s Wexner Medical Center not only scored big-time media coverage, but they also won the Best Content Marketing/Brand Journalism category in Ragan’s 2014 PR Daily Awards.
OSU researchers had developed a self-administered test, called the SAGE test, that can help spot early symptoms of cognitive issues such as Alzheimer’s disease.
MediaSource and OSU produced journalism-style interviews and B-roll that could be used for a variety of media channels to humanize this issue and motivate consumers to download the SAGE test.
Because the research was published in a medical journal, media coverage had to wait until the embargo lift date. MediaSource and OSU offered video and other content in advance to top-tier reporters in a password-protected multimedia newsroom, allowing them to prepare their stories before the embargo lift.
NBC bit. MediaSource’s brand journalism crew returned to tape a second interview with the OSU physician, this time with NBC producers asking the questions via phone from New York.
This result was the most successful individual brand journalism initiative to date for OSU’s Wexner, MediaSource reports. The hospital’s video was featured by top-tier media outlets across the world. It was also the catalyst that led to the NBC segment with Dr. Nancy Snyderman, NBC’s chief medical editor.
The SAGE page saw a 17,000 percent increase in page views from the previous day, and there were 781,310 downloads of the test.
OSU’s team consisted of Julie Scott, Robert Mackle, Marti Leitch, Eileen Scahill, Sherri Kirk, Darrel Ward, Amanda Harper, and Emily Caldwell. From MediaSource, Clark Powell, Shannon McCormick, Kevin Volz, Allison Wenger, Tyler Davis, Jerred Ziegler, Robert Leitch, Mike Polk, and Lisa Arledge Powell were involved.
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