Musculoskeletal Institute Brand Journalism Campaign

Atrium Health Musculoskeletal Institute (MSKI) physicians are nationally known for their clinical excellence and innovative approaches in orthopedics and sports medicine. Many patients travel from out of state and the country, and physicians refer to us for various medical expertise and subspecialties. While Atrium Health has been providing orthopedic surgery and sports medicine care for more than 25 years, the actual Musculoskeletal Institute was not officially formed until 2018. Prior to late 2021, minimal PR and content was done for the service line. This gave us the opportunity to provide information to patients in need of general and complex orthopedic and sports medicine care as well as boost brand awareness and reputation of the Institute and its physicians. A communications plan was developed and the Clinical Communications team implemented a robust campaign that included traditional media and brand journalism to increase awareness of orthopedic and sports medicine services with an emphasis on clinical firsts and bests as well as showcasing credibility through our sports/event medicine partnerships. In addition, social media channels were launched to provide additional musculoskeletal content and aid in consumer preference for MSKI. The overall goal was to increase awareness, showcase care options, and highlight clinical expertise of physicians and surgeons. The campaign reached more than 8.8 million viewers through strategic content and media.

Atrium Health measured content, social and media audience reach, impressions and publicity value through Facebook, Twitter and LinkedIn analytics, Critical Mention and Google Analytics. Content) through owned channels (Daily Dose, PeopleConnect, PhysicianConnect, Teal Insider and LinkedIn) and through media coverage reached an audience of more than 8.8 million. Media pitching far exceeded the goal by more than 55%. The MSKI-specific Facebook and Twitter channels launched in Q4 2021. The accounts have seen tremendous growth since inception. From Jan. 1, 2022 to Dec. 31, 2022, Facebook reach was up 780.2%, number of posts were up 830%, followers went up 237.9%. Twitter analytics would not pull full year -only previous quarter. In Q4 2022, followers increased.