Attaining positive press coverage for world's first all-digital hospital
Oracle Corporation

Goal:
To secure positive press coverage in support of the Oracle/HealthSouth Digital Hospital strategic partnership in a wide variety of print, online, and broadcast media outlets.

Approach:
Oracle and HealthSouth planned to announce their intention to build the world's first all-digital, automated hospital during a news conference. Both Oracle and HealthSouth looked to Stephenson Group (SG) to provide both a strategic plan for achieving the best media coverage possible, as well as the tactical support to roll out the plan.

SG's strategy focused on pre-pitching embargoed information about the announcement to key media in the days leading up to the news conference. SG selected the appropriate media outlets in the general business, technology, and healthcare press to ensure coverage to a nation-wide audience. SG's strategy also included pre-briefing the wire services. Since it was critical that news of the announcement not be leaked before the news conference, SG relied on its media relations expertise, taking necessary precautions to decrease the possibility of a leak occurring.

SG worked closely with HealthSouth's internal PR department to ensure that cohesive messages were released to the media, and that the resulting coverage would be balanced, giving ample due to both Oracle and HealthSouth.

Results:
Within two days of the Oracle/HealthSouth announcement, hundreds of positive articles appeared in print, online, and broadcast media. Both Oracle and HealthSouth executives were quoted substantially in the reports, and the key messages of the announcement were reinforced in all coverage.

SG was directly involved in facilitating coverage in BusinessWeek, Wall Street Journal, Dow Jones, Industry Standard, ComputerWorld, InformationWeek, as well as securing on air coverage by CNBC. Coverage in the health care press included Reutershealth.com, Physician's News Digest, Health Data Management, and American Health Line.

In addition, SG arranged a full schedule of post-conference interviews that resulted in further in-depth coverage by key media outlets.