Case Study

Virginia Hospital Center

We increased recognition through an aggressive media relations campaign.

This elevated the hospital’s perception among consumers as the region’s healthcare providers and positioned ambassadors as thought leaders within the healthcare industry.

Overview

In today’s 24-hour news environment, business leaders understand that the media has greater reach and more power to affect their success than ever before.

Whether a business needs to leverage the media to achieve its objectives, or manage the media to protect its reputation, it takes experience and a powerhouse of talent to navigate today’s challenging media environment. Virginia Hospital Center turned to Live Wire to meet several goals.

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Campaign Objectives

Upon initially engaging with Virginia Hospital Center, Live Wire conducted a comprehensive discovery process with key executives to gain an in-depth understanding of the company’s brands, key messages, market position, and business goals. Live Wire analyzed and synthesized that information into an extensive PR campaign with the following objectives, which have remained consistent over the course of our relationship.

Business Objectives

  • Recruit top talent (doctors + nurses)
  • Nurture and retain human capital
  • Enhance communications with internal and external audiences

Communications Objectives

  • Expand outreach to achieve maximum exposure to reach key stakeholders
  • Increase digital marketing presence
  • Improve internal communications by revamping the employee app
  • Engage public/media relations

Campaign Strategies

Based on a comprehensive analysis of Virginia Hospital Center and its competitors, Live Wire recommended the following strategies to accomplish the defined PR objectives:

  • Build Relationships
    with reporters, editors, and producers at local media outlets and specialized health and fitness trade publications to educate them about programs, services, and achievements
  • Engage Reporters, Editors, and Producers
    from targeted outlets to pitch and secure compelling health and fitness stories for local consumer audiences
  • Research and Secure High-Value Print and Broadcast Editorial
    and feature opportunities highlighting programs and facilities
  • Develop and Inplement
    focused on critical health and fitness issues corporate philanthropy and thought leadership campaigns

Campaign Tactics

Live Wire developed and implemented a comprehensive strategic public relations campaign for Virginia Hospital Center:

  • Create synergies for a centralized communications campaign
  • Analyze industry, competitors, and all players’ perceived positions and share of voice
  • Review key findings from discovery session analysis and competitive media analysis to solidify campaign direction
  • Bring journalistic expertise to create powerful, memorable messages, and test to ensure messages are strong and unique.
  • Identify audience, outlets, and key influencers in relevant markets and industries
  • Establish an outreach strategy
  • Evaluate existing media collateral, recommend refinements, and create new materials as needed

Results

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44 Earned Media Placements

through online and print articles as well as TV segments highlighting hospital programs, medical updated, and physicians

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7 Media Hits

Promoted very successful “Hands2Hearts” campaign, a partnership with Arlington Fire Department that aimed to teach four thousand residents hands-only CPR in one year. They remain on-track to reach their goal with 7 media hits generated at different times of the year

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No Longer Under-Staffed

Assisted recruitment efforts via social media and positive messaging so that Virginia Hospital Center is no longer under-staffed. The number of traveling nurses has decreased significantly.

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Launched “Life at VHC”

to encourage employment engagement

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700+ Shares

Secured coverage shared more than 700 times across social media platforms, blogs, and websites that relayed the story of a centenarian member that still works out three times each week

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Placements

Generated 12 placements related to medical updates to keep the public informed, 9 placements showcasing medical staff expertise, 14 placements promoting unique programming options, and 9 placements relaying corporate development, thought leadership, and philanthropic efforts.

Inquiries

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