Comprehensive Media Relations Campaign for Healthcare Organization Hebrew SeniorLife’s Therapies and Programs

The Opportunity

BG was hired to raise the brand profile of Hebrew SeniorLife and establish Hebrew Rehabilitation Center (HRC) as the leader in innovative treatments for long-term and rehabilitative care. A secondary goal was to build awareness of HRC’s medical expertise and affiliation with Harvard Medical School.

The Strategy

BG identified programs that best illustrate the organization’s expertise, and brought personal stories to life by highlighting the experiences of support staff, community members, patients and their loved ones.

The Result

BG secured three major cover stories in the “G” Section of The Boston Globe with print circulation of over 600,000 and online circulation of over 1.6 million. Stories included “The Toughest Talk” – covering the issues surrounding end-of-life care and planning, including the difficult discussions and decisions facing a patient’s family members; “Alzheimer’s Program Has Special Meaning for Harvard Student” – covering HRC’s Alzheimer’s Buddies program and featuring students from Harvard who visit HRC residents suffering from Alzheimer’s; and “Is Art the Answer When Meds Fail?” - highlighting the expressive therapies department at HRC and the powerful impact art therapy has on dementia patients.