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Case in Point: Content Marketing (PDF)

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This PRSA Case Study Paper is an expanded overview of the Case in Point: “Content Marketing: How Cleveland Clinic Turns Health Care News Into Compelling Stories,” which presents a summary of the case study and places it in a broader industry context.

Content Marketing: How Cleveland Clinic Turns Health Care News Into Compelling Stories
The Storytelling Edition

For the second year in a row, Cleveland Clinic earned the No. 2 spot in U.S. News & World Report’s 2017-2018 Best Hospitals. This is just one of the proof points demonstrating the strength of its reputation. But in today’s fragmented media world, what’s the best way to break through and continue to tell the stories that drive and build that well-earned prestige?