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How a National Brand Created a “Story Finding” Culture

Case Studies

Every organization has compelling stories. Recognizing those stories, and converting them to a strategic tool to build brand awareness, can be difficult, especially when you have a small marketing or content team.

The University of Kansas Health System successfully made the transition by training their team to be “story finders,” which has helped them grow in a competitive national market.

increase in Facebook followers in 1 year

increase in Facebook monthly engagements

increase in monthly Twitter impressions

Twitter University of KansasAs part of the comprehensive strategy, MedTouch and the system’s team:

  • Conducted a social audit to baseline current state and define opportunities
  • Interviewed physicians to find unique stories
  • Trained the team to identify stories, especially stories based on trending topics or recent discoveries relevant to the audience
  • Developed a publication schedule based on current best practices
  • Improved the schedule based on evolving user trends and behaviors
  • Crafted multiple bit-sized versions of the stories
  • Customized distribution to each channel
  • Evaluated ROI of posts to determine successes
  • Tested new tools, such as Facebook Notes, to share a longer story with multimedia. If tests proved successful, it became part of the distribution strategy

Key components of the strategy:

  • Strategic alignment with business and marketing goals
  • Physician and stakeholder buy-in
  • Story identification techniques
  • Interviewing, writing and distribution of stories
  • Social marketing
  • On-call breaking news advisement

All Results:


  • 60% increase in Facebook likes in the first year. 3,500 Facebook followers in June 2015. More than 5,600 one year later.
  • Monthly average engagements increased 83% between the six-month intervals of January – June 2015 and July – December 2015.
  • Impressions increased 61 percent between the six-month intervals of January – June 2015 and July – December 2015.


  • Tripled average new monthly followers from 50 in June 2015 to 150 in June 2016.
  • Tripled average monthly engagement from 850 in June 2015 to 2,500 in June 2016.
  • 455% increase in average monthly impressions from 22,000 in June 2015 to 122,000 in June 2016.

If your team is interested in improving your brand strategy or needs assistance becoming "story finders," the experienced MedTouch content marketing team can help.

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