CASE STUDY

Generating national buzz

THE CLIENT CHALLENGE

Avia, a digital innovation network founded to create collaborative solutions to some of healthcare’s most pressing problems, had a bold, new ambition: combine the forces of America’s top health systems to transform care for the country’s vulnerable Medicaid populations. The network needed to gain national media coverage to attract potential coalition partners on a tight deadline and multiple parties weighing in, including 17 member organizations.

THE SOLUTION

Working with health system CEOs and the former head of CMS to pinpoint the project’s potential impact, we built a persuasive case for the work’s unprecedented impact and a comprehensive media plan. Pre-announcement, we took a suite of newsworthy story ideas to national reporters to gauge interest, and then evolved our media plan to help supplement their coverage. At launch, we activated a plan to generate a real conversation among industry stakeholders. Ensuing stories connected the news to larger trends such as moving to value-based care, addressing social determinants of health and fostering collaboration among providers

THE RESULTS

Avia received widespread national media coverage, including substantial coverage from Forbes, Modern Healthcare and Politico Pro for its work, spurring interest from other providers and potential partners who wanted to join the project.

24

earned media articles

3

Op-eds in major national outlets

7

new coalition partners recruited

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