Amy Stern - 05/01/2024
Summary
As a single, independent hospital competing for share of voice in an area dominated by behemoth healthcare systems, Saint Peter’s goal was to establish a steady stream of news highlighting its key differentiators in the marketplace.
Objective
Identifying multiple newsworthy angles from thought leadership to advances in medical technology, 3E leveraged its network of existing media relationships across local, regional and national media. This allowed us to cast a wide net for potential coverage that would elevate brand awareness and showcase why Saint Peter’s continues to be a destination for medical excellence that’s delivered in tandem with compassionate care, resulting in long-standing personal connections that lead to generational loyalty.
Strategy
During the COVID-19 pandemic, 3E PR’s goal was to deliver a steady flow of positive media coverage. We achieved this by creating a central theme, “Compassionate
Care During Crisis,” and set out to uncover and disseminate stories that supported that tenet. Researching and vetting multiple human-interest stories, we offered media varied story angles that set Saint Peter’s apart:
- Conveying Public Trust
- Delivering Optimism
- Establishing Brand Recognition
- Promoting Thought Leaders
Before and after the pandemic, our focus was to communicate Saint Peter’s key differentiators which include:
- Innovation and leadership in maternal health services
- Physicians trained at academic centers of excellence dedicated to community health
- Exceptional services within the hospital as well as community outreach targeting the underserved
- Specialty services such as bariatrics, infectious disease, sleep disorders and cancer care “close to home”
- Dedication to Saint Peter’s Catholic mission while serving all faiths and background
Results
During the pandemic, we secured more than 35 placements in national and regional media including segments on CNN and the New York affiliates for CBS and
NBC. A Forbes article, quoting only one medical expert, featured Saint Peter’s Chief of Infectious Disease commenting on “Why 45% of All Americans Still Refuse to Wear a Mask.” Following COVID-19, out PR efforts have consistently delivered local media placements across print, digital and broadcast outlets while raising the profile of Saint Peter’s physicians in national outlets like Prevention, HuffPost and ABC Nightly News. In addition, our efforts to promote thought leadership have resulted in Saint Peter’s CEO continually profiled in regional business publications in addition to national media such as Becker’s Hospital Review and Modern Healthcare.