Client: Hebrew SeniorLife
- Leverage media relations to raise the brand profile of Hebrew SeniorLife and establish Hebrew Rehabilitation Center (HRC) as the leader in innovative treatments for long-term and rehabilitative care.
- Raise awareness of HRC’s medical expertise and affiliation with Harvard Medical School.
- Position HSL as an organization that is changing what it means to age in America.
Strategies and Tactics:
- Identify programs that best illustrate the organization’s expertise.
- Bring personal stories to life by highlighting the experiences of support staff, community members, patients and their loved ones.
- Pitch the “G” section of The Boston Globe a series of stories that illustrated trends in healthcare and aging.
- Secured three major cover stories in the “G” Section of The Boston Globe with print circulation of 617,817 and online circulation of 1,695,885.
“The Toughest Talk”
Writing on the issues surrounding end-of-life care and planning, including the difficult discussions and decisions facing a patient’s family members, reporter Karen Weintraub sensitively portrayed how HRC’s facilitators and care teams work with a family to clarify treatment goals.
“Alzheimer’s Program Has Special Meaning for Harvard Student”
Covering HRC’s Alzheimer’s Buddies program, reporter Linda Matchan featured students from Harvard who visit HRC residents suffering from Alzheimer’s and keep a journal of their interactions which they share with the families at the end of the program.
“Is Art the Answer When Meds Fail?”
Highlighting the expressive therapies department at HRC, reporter Karen Weintraub captured the powerful impact art therapy has on dementia patients. Although it is difficult to interview dementia patients, Karen was able to incorporate anecdotes from her visits with patients and their families that brought her piece to life.
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