Media Training a Healthcare PioneerCity of Hope
As a leading cancer institute and a healthcare provider for more than 100 years, City of Hope pioneered cancer research into practical and effective treatments. While considered to be a pillar of the Los Angeles medical community, COH was out of touch with modern audiences and new communications platforms. We developed a 10-week intensive training session for the communications and marketing staff to help bolster brand awareness with new audiences and modernize communication strategies and tactics. Our sessions focused on controlled messaging for digital content, social media and multimedia; identifying and segmenting target audiences; content creation; audience segmentation; and effective ways to leverage digital assets through video production, blogging, and influencer marketing.