Kantonsspital Baden heralds paradigm shift in content marketing
White doctors' coats are a thing of the past. In its new customer magazine, Kantonsspital Baden shows authentic pictures of women who have beaten breast cancer. The break with the conventional way of communicating in the healthcare industry is part of the new content marketing strategy.
Is that allowed? The cover of the new "Health Magazine for the People of Aargau" shows a middle-aged topless woman. A tattoo wraps around her breast. "Absolutely!" says Omar Gisler, Head of Marketing and Communications at Kantonsspital Baden (KSB,) "the diagnosis of breast cancer takes women out of their normal lives. The KSB does everything in its power to provide optimal support for those affected on their way back into everyday life. The longing for normality comes across impressively on the cover picture." The Magazine reached the population last Thursday. "The reactions are numerous, overwhelming and, with very few exceptions, consistently positive," says Omar Gisler.
"Digital First" with strong analog components
The progressive storytelling approach is part of the content marketing strategy that Omar Gisler developed together with RedAct Kommunikation AG. Michael Frischkopf, CEO RedAct: "At its core, it's about creating content with high utility value for the various stages of the customer journey and linking this content cross-medially. We want to bring the population closer to the hospital, so that the services and, above all, the attitude of the hospital are known in the case." This is only possible if individuals recognize themselves in a story.
The concept is consistently focused on digital channels. RedAct has built up various online channels for this purpose - including a Blog, a Micrositebut also social media channels such as Facebook and LinkedIn. For all these channels, RedAct now creates SEO-optimized content such as texts, films, and infographics on an ongoing basis in a specially developed publishing process together with the hospital.
But how does a print magazine fit in with the "digital first" approach? "Our touchpoint analysis showed that print is a very powerful channel, especially in the attention phase," says Michael Frischkopf. The same applies to the "event" channel. The content marketing concept therefore has a "digital first" approach, but also includes analog channels.
Responsible at KSB: Omar Gisler, Head of Marketing and Communication, Kantonsspital Baden. Responsible at RedAct: Michael Frischkopf (CEO RedAct), and Marcel Leibacher (Head Digital RedAct); Christoph Schiess, Jacqueline Müller, Dana Berkovits, Cornelia Kälin (Editorial Design); Gaston Haas (Senior Publisher RedAct, responsible for print magazine); Isabelle Frühwirt, Publisher RedAct, responsible for blog); Marcel Leibacher (Head Digital RedAct, responsible for microsite and social media).
