Creating a Content Team

How One Hospital System Tapped Internal Talent and Developed a Brand Journalism Strategy With Little Budget and Great Results

Hosted by the Health Academy.

This interactive discussion is not currently available. Email the Sections Department to inquire about future availability of this program.

Categories: Emerging Trends, Social Media, Techniques & Tactics

With shrinking marketing budgets and increasing competition among traditional print and media channels to connect with consumers, Baptist Health South Florida turned to the emerging concept of brand journalism, or content marketing, to penetrate the marketplace with health information and keep its brand top-of-mind.
Utilizing a team of three former journalists, a former advertising executive, and digital and social media strategists, Baptist Health tapped its collective newsroom experience to present health news, relevant to a mass audience, using online and traditional platforms as delivery methods. In just six months, the team has increased online visits to Baptist Health’s main blog, Health, Life & Community, by 360 percent! The team continues monitoring and adjusting its tactics to be sure they meet or stay ahead of the online behaviors of the target audiences.
Join us for this PRSA Health Academy Brown Bag Teleseminar, and learn about Baptist Health’s content marketing strategy, results, and plans for the future.


Ellen Beth Levitt, senior communications specialist, Johns Hopkins Medicine


Christine Kotler, assistant vice president, marketing and public relations, Baptist Health South Florida

At Baptist Health South Florida, Kotler oversees marketing and public relations initiatives for six hospitals that comprise the nonprofit health care system. With more than 20 years in the field, Kotler’s career has included stints in news, community relations, higher education and health care.

Christina Gomez-Pina, corporate director, marketing and public relations, Baptist Health South Florida

Gomez-Pina leads social media strategy and initiatives for Baptist Health South Florida. She works to integrate content, marketing and public relations through the various social platforms she manages.

Bethany Rundell, senior writer and editor, marketing and public relations, Baptist Health South Florida

As senior writer and editor for Baptist Health South Florida, Rundell writes articles and produces videos for the organization’s main blog, Health, Life & Community, and plans coverage for a team of four writers. Rundell has more than 17 years of combined broadcast, public relations and health care marketing experience. 

Karla Hernandez, digital and social media marketing specialist, marketing and public relations, Baptist Health South Florida

Hernandez is a digital and social media marketing specialist for Baptist Health South Florida, and the director of public relations for a large young professionals organization in the area. She has eight years of experience in digital marketing and social media practice, specializing in health care and integrated marketing communications.