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Brand Positioning & Media Relations for a Healthcare Client

The Opportunity

BG was hired to position the Hebrew SeniorLife (HSL) IFAR brand as the leading organization for aging-related research and to position HSL IFAR faculty as experts in the field of age-related research in national health media.

The Strategy

BG promoted the release of three key IFAR research studies over a four-month period from June to September. Our team identified media targets and developed tailored pitch letters for distribution under embargo prior to each study’s publication in leading medical journals. We enacted a multi-pronged campaign for each research study designed to target national health and medical reporters, and pitched the announcements under embargo to ensure reporters would have sufficient time to interview IFAR researchers prior to the studies being announced publicly.

The Result

Between June and September 2011, BG secured coverage in top-tier print, online, and broadcast media which resulted in more than 26 million impressions for HSL and IFAR. BG secured a phone interview for an IFAR researcher with health editor Melinda Beck at The Wall Street Journal about a new study showing recent height loss among seniors could indicate hip fracture risk. The resulting coverage was the lead health story on the cover of the Personal Journal section of The Wall Street Journal. Other coverage included a story in UBG Today revealing that cognitive decline among seniors is not “the norm” plus broadcast coverage on 14 NBC affiliates around the country.