Hendricks Regional Health (HRH) is a nonprofit comprehensive health care system in Central Indiana. As a small hospital system in a competitive area it often finds people are unaware of the full continuum of care available. Competing systems in the area are larger with more resources and well-established media relations teams. After years of only moderately successful in-house public relations efforts, HRH hired Communications Redefined to assist with its media and strategic communication efforts.
With a goal of increasing public awareness of HRH as a high-quality healthcare organization offering a full continuum of care services, we assembled a year-long comprehensive media relations plan. Throughout the campaign we utilized a variety of tools to generate coverage. Targeted phone calls and email pitches, news releases, key messages and facts and figures, as well as tailored talking points and social media efforts were essential to the campaign’s success. We built relationships between HRH physicians/ associates and target media and proactively monitored hot topics in the industry to assure that HRH was being relevant and on top of the trends. This year-long campaign resulted in HRH being featured in stories 760 times – an average of 63 per month compared to 1-2 articles a month the previous years!
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