Ohio State’s medical center drives 1 million downloads of Alzheimer’s test using brand journalism

The medical center teamed with MediaSource and garnered coverage on NBC and Huffington Post, boosting the Alzheimer test’s creator, a prominent doctor at the university’s Wexner Medical Center, as a subject expert.

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This year, The Ohio State University Wexner Medical Center pulled off this feat using a brand journalism approach. Here’s how it attracted so much public attention to the news so quickly:

Keeping eyes open for good storytelling opportunities

Bob Mackle, director of media relations for The Ohio State University Wexner Medical Center, and his colleagues discuss potential story ideas in weekly meetings, as well as during weekly calls with MediaSource, the medical center’s brand journalism partner.

The best ideas, Mackle explains, help the medical center highlight its expertise and culture while also telling a story—and therefore merit a full-court press effort, including the development of video and audio elements, interviews with patients and physicians, and aggressive pitching efforts.

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