Goal: Creating media buzz for world’s first all-digital hospital.
Healthsouth and Oracle wanted to launch its strategic partnership, delivering the world’s first all-digital hospital. Stephenson Group sprung into action with a missio to secure positive press coverage in a wide variety of print, online, and broadcast media outlets, working swiftly to get the word out.
Tactics:
Stephenson Group (SG) worked closely with Oracle and HealthSouth to prepare and roll out a strategic pre-announcement media outreach campaign, relying on SG’s deep media relationships to ensure that the embargoed information would not leak prior to the launch. After a select group of national media outlets and news wire services were pre-briefed on embargoed news, SG coordinated advance and day-of interviews.
Results:
Within two days of the Oracle/HealthSouth announcement, hundreds of positive articles appeared in print, online, and broadcast media. Oracle and HealthSouth executives were quoted substantially and key messages were reinforced in the articles.
SG was directly involved in facilitating coverage in:
- American Health Line
- BusinessWeek
- CNBC
- ComputerWorld
- Dow Jones
- Health Data Management
- Industry Standard
- InformationWeek
- Physician’s News Digest
- Reutershealth.com
- Wall Street Journal
In addition, SG arranged a full schedule of post-conference interviews that resulted in further in-depth coverage by key media outlets.