A public relations partner is a tool for healthcare organizations. Through strategic publicity, we can build trust, manage crises, and enhance brand reputation. Additionally, PR is vital for connecting with communities and providing valuable information.
Family First Health, a Federally Qualified Health Center in Central Pennsylvania, serves over 26,000 patients annually with a dedicated team of 246 staff members. Over the past decade, we have strategically leveraged public relations to enhance patient attraction and retention, foster community partnerships, and diversify funding sources.
The Impact of 10+ Years of PR at Family First Health
PR Success by the Numbers:
- Earned Media Coverage:
- 1,020+ media placements
- $20.7 million+ Advertising Value Equivalency
- 985.9 million+ Audience Reach
Why Public Relations Matters:
As defined by PRSA, “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.” Through media relations and earned media, Family First Health has achieved third-party credibility, impartial validation, and a controlled narrative, all integral to a strategic marketing strategy that supports organizational goals.
Build Trust and Credibility, Then Amplify It
For Family First Health, GAVIN has consistently focused our PR efforts on three primary objectives:
- Increasing Patient Volume: By fostering a greater understanding and awareness of Family First Health in the communities we serve.
- Securing Funding: Positioning the organization for diversified funding, including private donations.
- Attracting and Retaining Staff: Enhancing the organization’s reputation as a desirable place to work.
A Dynamic Approach to Evolving Needs
Our PR strategy is not static; we evolve it in real-time to meet shifting market conditions and organizational needs. This approach includes:
- Aligning PR with Organizational Goals: Continuously evaluating and aligning our PR efforts to support Family First Health’s overarching goals.
- Monitoring KPIs: Setting and monitoring key performance indicators to ensure our PR efforts are delivering value.
- Executing and Evolving the PR Plan: Developing and adjusting our PR plan to support the organization as it grows and changes.
It Started with Apples
In 2012, faced with a changing healthcare landscape, Family First Health wanted a breakthrough campaign. We started with apples. GAVIN developed the “It Starts with Apples” campaign, a month-long guerrilla marketing effort designed to engage new audiences, expand reach, and build credibility. Leveraging National Health Literacy Month, the campaign positioned Family First Health as an accessible healthcare provider in the community through unexpected public engagements that drove significant media interest.
Key Achievements:
- Partnership with the region’s largest apple farmer, launching FFH’s corporate partnership efforts.
- Engaged 1,500 people through apple hand-out events.
- Garnered attention from local politicians and celebrity athletes.
- Social media engagement spiked 70% during the campaign.
- Community movie screening on healthcare and health literacy.
- Achieved $38,000+ in AVE and 1.5 million impressions through print, online, radio, social media, and television coverage.
Then Success with a “Rolling Thunder” Strategy
Following the success of the Apple campaign, we employed a “Rolling Thunder” strategy to maintain brand recall for Family First Health. This involved strategically timed press releases, event announcements, PSAs, and op-eds, all designed to attract partnerships, patients, and funding. By positioning Family First Health’s leadership as expert voices in healthcare, we further validated the organization’s credibility and authority.
Precise Messaging to Resonate with Audiences
Our ongoing media relations efforts have been focused on:
- Establishing a platform to advocate for accessible healthcare.
- Positioning Family First Health and its providers as a qualified, trusted community resource.
- Engaging our diverse community and educating them on our services.
- Fostering trust and stronger relationships with patients, referral sources, partners, and decision-makers.
- Attracting support from donors.
Attracting Patients and Talent
As Family First Health’s needs evolved, so did our media strategy. We began focusing on reaching new audiences by highlighting the organization’s programs, services, and employee success stories. This approach not only attracted patients but also aligned FFH’s values and mission with potential talent, positioning the organization as an attractive employer.
- Effective Recruitment Tool: Media (social, TV, or print) has become the second-highest recruitment metric cited by FFH applicants, underscoring the critical role of strategic media coverage in attracting top talent.
Amplifying Earned Media Coverage
To maximize the impact of our media placements, we amplify coverage through owned media channels, extending the reach of earned media, increasing engagement and providing valuable content for SEO.
Here’s why this strategy is beneficial:
- Social Media: By repurposing and sharing earned media content on social platforms, Family First Health can reach a wider audience beyond the outlet’s readership.
- Website and Blogs: Building an “In the News” section on Family First Health’s website, we developed a content hub, helping to improve search engine rankings and increasing organic visibility.
As the healthcare landscape evolves, we continue to adapt to deliver timely and effective results. Over the past decade, we have grown alongside Family First Health, meeting their needs and exceeding expectations. Looking ahead, we remain committed to providing top-notch strategies and aligning our priorities with their goals to meet industry demands.
Contact us today to explore how our PR team can help elevate your business goals and healthcare initiatives to deliver impactful results.
