CCB MEDIA PHOTO
Robin Lord, managing editor of the new website OneCape Health News, and Michael Lauf, president and CEO of Cape Cod Healthcare.
HYANNIS – A new resource for up-to-date local health care information is launching Tuesday.
OneCape Health News is designed to be the health-related resource for all Cape Codders, according to Cape Cod Healthcare President and CEO Michael Lauf.
“What we want to do is make sure we’re launching real news that’s important to people—that’s timely, that’s up-to-date, that’s based on fact—and give that information to the community,” Lauf said. “It’s really our opportunity to be the go-to resource for health-related information.”
Lauf said the effort ties in with Cape Cod Healthcare’s mission “of being there for everyone on the Cape.”
Just as the Internet has changed the way people travel, learn and buy things, it has also changed healthcare.
“Healthcare is changing dramatically,” Lauf said. “People are accessing information all day long from a variety of sources.”
OneCape Health News, which has been a year in the works, Lauf said, will allow people to access Cape Cod Healthcare information “by our leading physicians and our leading healthcare experts.”
Lauf said the site is a brand new way of getting the word out about the Cape Cod Healthcare brand. “This is a brand new way of communicating, of marketing, of working with our community,” he said.
Robin Lord, Cape Cod Healthcare’s Communications Director, will serve as managing editor of OneCapeHealthNews.com. “We plan for it to be the trusted source of credible and local health-related news,” Lord said.
People’s habits online played a role in the project’s development.
“We recognized that people are going online for their health information. It’s the number three reason that people go online,” she said.
The fact that the local news media do not always report on Cape Cod Healthcare’s stories was also a driving factor, Lord said. “We knew there were these great stories. Since I’ve been at Cape Cod Healthcare, I am amazed at the experts that are there and the things they’re doing and the patients they’re treating and the stories. There just isn’t the channel to get those out,” she said.
“So we thought, why not try to get some of these great stories out there and educate our community of the valuable entity and the valuable resources they have here,” she said.
Lord said she is working with a dozen veteran journalists as freelancers for the site. She said she will hold a daily news meeting in which she and the freelancers plan for upcoming stories, which could include national health news that they will then localize.
As an example, at a recent meeting, Lord said, they talked about the Federal Drug Administration’s plans to approve the so-called female Viagra drug. “We will connect with one of our experts in gynecology and have the writer talk to him or her and have the writer do a story. So people who are hearing these national news stories can get local opinions and insights,” Lord said.
There will be a weekly OneCape newsletter that will be distributed through email subscription featuring six or seven of the top stories of the week. The stories will also be distributed to the community through social media, including Facebook and Twitter. “We have a lot of interaction that we’re anticipating this will create with the Cape Cod community,” she said.
Lauf said Cape Cod Healthcare is on new ground with the website.
“This isn’t a traditional marketing or advertising approach. This is really taking our subject matter experts, our physicians, our clinicians, those that are experts in the field, and working with journalists to be able to push out stories that aren’t specifically branded Cape Cod Healthcare. They’re relevant stories that the community needs to understand better,” Lauf said.
Lord also said the website will act as a way to get Cape Cod Healthcare’s stories out to the community. “Research shows that people are going on the Internet also to . . . they want to learn about organizations and they don’t want to learn about them through advertisements. They want to learn about them through stories,” Lord said. “We want to connect to the community and have the community connect back to us. And that’s really what’s this is about.”
Lauf said the site will be the place to go for relevant, timely local angles on national health stories that are in the news. “We want to be relevant in healthcare and this is just another platform to do so,” he said.
Lord said Cape Cod Healthcare has been working with a consultant on the project. “We believe we are the first healthcare organization in New England that will have this type of a news service,” she said.
Among the 25 topics that will covered on OneCape are cancer care; nutrition and diet; heart and vascular; brain, spine and nerves; bone, muscles and joints; and physical fitness.
For example an upcoming story under heart and vascular is about the health benefits of meditation and stress reduction on heart disease.
Cape Cod Broadcasting Media, the parent company of CapeCod.com, will be a portal for OneCapeHealthNews.com in two ways. Cape Cod Morning News, which airs from 6 to 7 a.m. Monday to Friday on WFCC Classical 107.5 will use information from OneCape as part of its health minute segment. Also, Cape Cod Broadcasting Media’s website, CapeCod.com, will have a section for OneCape as well.
Listen below to Cape Cod Healthcare President and CEO Michael Lauf and CCHC Communications Director Robin Lord talk about OneCape Health News, the new health information website.
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