Media Relations Program to Launch a Healthcare Program, Hebrew SeniorLife’s Vitality 360

Media Relations Program to Launch a Healthcare Program, Hebrew SeniorLife’s Vitality 360

Client: Hebrew SeniorLife

Objectives:

  • Leverage media relations to position Hebrew Senior Life (HSL) as the leading provider of senior healthcare, services and housing.
  • Place a feature story in the New York Times.
  • Launch the program publicly and increase awareness of HSL as an organization that is changing what it means to age in the U.S.
  • Insert HSL into the national dialogue on healthcare reform.FIT-popup

Strategies and Tactics:

  • Researched Vitality 360 program and identified its unique aspects.
  • Developed a media relations strategy that would appeal to national and regional print and broadcast media.

Results:

  • Pitched and secured a story about Vitality 360 with New York Times reporter Elizabeth Olson for the publication’s quarterly “Retirement” special section:
    • Coordinated four interviews with residents and HSL spokespeople.
    • Identified and provided the reporter with additional sources, including executives at Brookdale Senior Living in Florida and Kendal at Hanover, who spoke about the importance of innovative wellness programs like Vitality 360.
    • Scheduled a New York Times photographer to visit Orchard Cove and take photos of the aerobics classes.
    • Coverage appeared in the Retirement section of the New York Times on May 10, 2012.
  • Secured an interview opportunity with reporter Meg Murphy of The Boston Globe to highlight Vitality 360 in two of The Boston Globe’sregional editions which are distributed to the Canton area, where Orchard Cove is located, and the Brookline area that hosts Center Communities of Brookline, where the program is being rolled out:
    • Coverage appeared in the Globe South print and online editions on August 23, 2012. The online version also included an extensive photo slideshow.
    • Coverage appeared in the Globe West print and online editions on September 16, 2012. The story included new interviews and details from the August 23rd article.

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