How to Utilize Content Marketing for Your Hospital Brand

East Tennessee Children’s Hospital is the region’s top pediatric hospital but they were looking for a way to cost-effectively build awareness for their service lines to support their brand.

Traditional media initiatives—outdoor, print and television—focus on the overall branding of the hospital itself, while targeted digital marketing is utilized to highlight the specialties, such as Emergency Medicine, found within Children’s Hospital.

Tombras created an Emergency Medicine video to share the story of little Easton and his trip to the ER after his family was in an accident. The video is told from the child’s point of view describing his emotions while going through his ER visit.

The video was posted on ETCH’s social media outlets- Facebook, Twitter, Pinterest and YouTube- and garnered over 50,000 views across all platforms. The content marketing video saw engagement from over 25% of ETCH’s social media audience- a number well beyond the industry average.

Also, the video was backed on the social channels by other helpful tips revolving around the same topic. These tips make for extremely sharable content and allow the hospital’s messages to be seen far beyond its own social media reach.


The Emergency Medicine campaign was supported by Children’s Hospital’s monthly email newsletter. The video, along with helpful parenting tips and links out to the hospital’s website, was sent out to a database of over 8,000 subscribers.