Physician-focused newsletter improves relationships, strengthens referral network
Employed and referring physicians appreciate the newsletter produced by AdventHealth Tampa and written by WG Content.
HQ: Tampa, FL
Industry: hospitals and health systems
Founded in 2019
92K+ team members
WG Content understands how to bring our physician-facing content to life. Their writers’ strike the perfect balance of compelling content and expert insight that keeps busy providers engaged.
Shannon Mitchell
Marketing Manager, AdventHealth Tampa
Opportunity
To improve communication with employed providers and build a stronger referral network, AdventHealth Tampa set out to launch a new provider newsletter. But to bring it to market, they needed to add more physician-facing writing expertise. That’s when they reached out to WG Content for in-depth content written for their provider audience.
Solution
Printed three times a year, the robust newsletter covers diverse topics from spotlighting new provider hires to showcasing new technologies. For each issue, the AdventHealth Tampa team selects topics and subject matter experts. The WG Content team writes and edits 12-15 articles for each issue, conducting interviews and research as needed.
Results
The Physician Insider newsletter is well received by both internal and referring providers. It is proving to be a successful vehicle for AdventHealth Tampa to communicate the latest news about technological advances in medicine, physician appointments and program updates to referring physicians, medical staff and employed physicians.
Opportunity
New brand, same commitment
After rebranding to AdventHealth Tampa from Tampa Florida Hospital, it was important for the hospital to ensure the local community and referring physicians understood the organization retained the same level of expertise and compassionate care, just under a new brand.
WG Content has a long-standing relationship with AdventHealth and supports the team with everything from web content to brochures to video content. When AdventHealth Tampa needed physician-facing writing expertise to bring their new provider newsletter to market, they reached out to WG Content for in-depth content written for their provider audience.
Solution
Strong partnership delivers engaging physician newsletter
Together, the WG Content and AdventHealth Tampa physician marketing team created a content plan to drive awareness of what the organization can provide in Tampa to target referring physicians.
The AdventHealth Tampa team determines the topics, subject matter experts (SMEs) and word counts for articles. The WG Content team then writes and edits 12-15 articles for each issue and, as needed, interviews SMEs and performs research.
Branded the Physician Insider, each issue contains articles that cover a wide range of important provider-focused topics, such as:
- Sharing messages from the CEO and CMO of AdventHealth Tampa
- Promoting new clinic openings
- Spotlighting new provider hires and leading-edge procedures, as well as highlighting service expansions
- Detailing new equipment, devices or delivery systems
- Summarizing events, symposiums and open houses
- Showcasing awards and accolades
The WG Content writers have a deep knowledge of what sets AdventHealth Tampa apart in the market, and those differentiators shine through in the articles.
The newsletter is printed and mailed to AdventHealth Tampa’s growing list of employed, referring and prospective provider networks
Results
Communication key to building provider relationships
Since the inaugural issues in 2021, AdventHealth Tampa has received positive feedback on the newsletter.
“Overall, it’s been well received and is a successful vehicle for us to communicate the latest news about technological advances in medicine, physician appointments and program updates from AdventHealth Tampa to community referring physicians, medical staff and employed physicians,” says Shannon Mitchell, marketing manager at AdventHealth Tampa.
Want similar results?
WG Content will help you create physician marketing that stands out.
Get more insights from the experts at WG Content
Writing stewardship letters that deliver
Communicating with your donors keeps them engaged, educated and ready…
Healthcare intranet content: shine a spotlight on leaders and employees
Learn how to integrate a human touch into your employee…
How to write an employee value proposition — with examples
The EVP is the new communications MVP for aligning current…