Introducing communities to their local healthcare providers through Q&As,
patient stories and timely features


Novant Health UVA Health System (NH UVA) wanted to better connect with the communities they serve in the greater Washington, D.C. area. They needed a way to showcase their services, introduce providers, and qualify themselves as the local leader in healthcare within their markets – Manassas, Haymarket, and Culpeper, Virginia. As a hospital system competing against several larger, big-name systems nearby, standing out required some out-of-the-box thinking and grassroots efforts to garner trust from local communities.


NH UVA connected with publications in each market to establish a reoccurring content series promoting the hospital system. NH UVA contributed monthly and bimonthly articles covering a broad spectrum of topics and highlighting providers specializing in a range of disciplines – from cardiology to oncology and bariatric medicine to sports medicine. Content included a “Meet the Provider” Q&A series to introduce physicians to their communities; patient stories focusing on successful care in various lines of service; topical articles pertaining to seasonal health tips and more.


Content produced for NH UVA positioned the hospital system as a reputable, trusted place to receive quality healthcare and as a knowledgeable, well-rounded source of information. Patient stories shared detailed accounts of both lifesaving care and elective procedures. Articles cited provider expertise on topics including sports medicine, back-to-school, and seasonal mood changes. The feature stories served as a vessel to introduce locals to unique lines of care and treatment options offered by the hospitals they may not have been previously aware were available so close to home. Overall, the content established a connection between the communities and the hospital system, generating a greater awareness of providers, services, and specialties.

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