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 the tumultuous 24-hour news environment that has accompanied the global COVID-19 pandemic, business leaders, especially those in the healthcare industry, have had a responsibility to their communities, clients and stakeholders to disseminate accurate information in a timely fashion.

Virginia Hospital Center turned to Live Wire to meet several goals:
- Internal Communications – Develop effective messaging for VHC staff to share the latest updates to hospital procedures and boost employee morale;
- Thought Leadership – Demonstrate VHC’s role as a leader in the region’s COVID-19 response, securing interviews with top-tier media outlets and creating dynamic video content; and
- Hospital News – Showcase the hospital’s creative approach in adapting events to comply with the latest COVID safety regulations through targeted outreach, spotlight profiles and post-event photo coverage.

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Campaign Objectives

As COVID-19 continued to impact the United States, Live Wire worked with key executives at Virginia Hospital Center to gain an in-depth understanding of the Hospital’s response strategy, internal resources, key messages, market position and business goals. Live Wire analyzed and synthesized that information into an extensive PR campaign with the opportunity for true impact.

Business Objectives

  • Position Virginia Hospital Center as a top hospital in the region
  • Outperform other local hospitals in terms of pandemic response and innovation
  • 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

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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690 Total Earned Media Placements

Earned extensive coverage for the Hospital as a leader in the region's pandemic response through online and print articles as well as TV segments highlighting hospital programs, medical updates, and physicians.

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117 Media Hits on COVID-19 Testing

Promoted VHC's first-in-the-region drive through COVID-19 testing site, earning local media coverage as well as national attention from outlets like CNN and USA Today.

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Highlighted Employee Engagement

Assisted employee retention and community engagement efforts to keep employee morale and favorable public sentiment high, earning 22 media placements about community initiatives run by hospital employees.

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Celebrated Community Support

Generated 112 media placements related to donations and community support for the hospital.

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Launched Vaccination Efforts

Promoted VHC’s launch of employee and community vaccine clinics, preparing hospital and county executives for live television interviews and earning 83 media placements in local as well as national media outlets to encourage participation in the hospital’s vaccination efforts.

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Reached New Audiences

Placed key stories with Spanish-speaking media outlets and produced Spanish-language videos for social media platforms to provide valuable medical information to Arlington’s high-risk Hispanic population.

Inquiries

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