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CASE STUDY: ATLANTIC HEALTH BUILDING UP THE PROFILE ISSUE: Atlantic Health, one of the premier health care systems in New Jersey, is at the forefront of providing the most cutting-edge and innovative health care in the region. Although the system features the latest technologies and a “who’s who” of physicians and medical professionals, it often competes for national media attention with the bigger, brand-name academic health centers, particularly those in neighboring New York City. Coyne PR was challenged to increase Atlantic Health’s visibility in national media in order to build its profile as a leading regional health care facility. IDEA: National health care stories break daily, and the competition for space is fierce; subject matter expertise is often a quality shared by physicians from many of the leading health care organizations. Coyne’s strategy leveraged the 24-hour news cycle through rapid reactive pitching and accessibility of Atlantic Health experts. This was the case with the diagnosis of Senator Ted Kennedy’s brain tumor, for which the team positioned Atlantic Health’s leading neurosurgeon, Michael Gruber, M.D.; the mental health implications of the national financial crisis that hit the U.S. in the fall of 2008, conducting outreach on behalf of Atlantic Health psychologist Rosalind Dorlen; and the tragic death of actress Natasha Richardson, for which the team sought media for neurosurgeon Jack Knightly, M.D. The Coyne team forecast the developing news cycle around each of these stories and worked with Atlantic Health’s internal PR department to quickly identify their foremost experts on the subjects who could be immediately available for media interviews. IMPACT: Coyne’s quick pitching resulted in outstanding national media, including broadcast placements on CNN’s “House Call with Dr. Sanjay Gupta” and MSNBC, and print placements in The New York Times (two placements), USA Today, Reuters and Star magazine. |
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Heath Care Case Studies
