Media Relations Strategy Delivers Results
A team of veteran healthcare industry consultants formed a new advisory firm, Newpoint Healthcare Advisors. The new firm needed to create awareness in the marketplace and establish its professionals as “thought leaders” in the industry in order to help secure clients.
Strategy and Tactics
Lovell developed a comprehensive media relations strategy for Newpoint that focused on (1) securing coverage of the company’s launch and (2) positioning Newpoint’s leaders as subject matter experts on hot topics in healthcare through interviews with healthcare trade and news publications.
In the first nine months following the company’s launch, Lovell secured 28 media placements for Newpoint in healthcare trade and print news outlets across the country, including Modern Healthcare, Healthcare Design Magazine, HealthLeaders, Becker’s Hospital Review, The Denver Post, Phoenix Business Journal, Trustee, and The Tennessean, among others. Newpoint Chairman Joe Lupica says the placements have helped Newpoint build credibility among prospects and, in one particular instance, helped persuade a hospital Board of Directors that, despite being a new firm, Newpoint’s professionals are the nationally recognized opinion leaders the board should select to advise the hospital through an important strategic options process.
“The media placements that Lovell Communications has secured have helped us build credibility and keep the conversation going with our prospects. During a meeting with the Board of a hospital considering our services, the CEO pointed to one of my quotes in Modern Healthcare to illustrate that our firm is a nationally respected authority on healthcare – I’m told it had a big impact on the discussion.”
- Joseph R. Lupica, Chairman of Newpoint Healthcare Advisors