'Star Tribune,' Mayo Clinic Form Content Partnership

Mayo Clinic announced a content sponsorship deal with the Star Tribune Media Company, publisher of the Twin Cities' largest newspaper.

Mayo Clinic began generating health, disease and condition treatment related infographics for the publication in October.

The deal includes Mayo material posted online on a new Star TribuneHealth Highlights page, as well as content in the newspaper's Sunday Science + Health section.

"Ads will run on startribune.com to promote Health Highlights, and readers can subscribe to a free e-newsletter that will feature the weekly graphic along with previous topics," stated Adam Brase, chair of marketing for Mayo Clinic. "We also own the content for distribution beyond the Star Tribune."



The partnership is being framed by Mayo Clinic and the Star Tribune Media Company as a way for the clinic to distribute its medical content to a broader audience.

The newspaper gets an advertising deal to offer content from a well-known source of health related information.

"Mayo Clinic continues to look for ways to extend our reach and increase brand awareness in the Twin Cities region," Brase added. He called the relationship with Star Tribune "a unique opportunity to distribute Mayo Clinic content to more consumers with an interest in health and science in Minnesota."

Since the partnership launched, infographic topics have ranged from stem-cell therapy to information on concussions.

Each infographic links back to a related Mayo Clinic Web page. The Health Highlights page states on the second line that it contains "Sponsored Content from Mayo Clinic."

Brase has yet to comment on the details of the partnership or whether the content in the infographics is being verified by journalists.

Brase says Mayo will measure the success of the Star Tribune partnership through engagement with the Health Highlights Web page and Mayo Clinic online content.

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