- Case Study -
Healthcare Reputation Management
A company providing mental health, counseling and addiction support received a series of negative news articles in high profile media outlets. After a year of harmful press, it came to Next PR to change public perception.
THE CHALLENGE
Patients and their family members associated with the company’s facilities operate in a heightened state of emotion, which can lead to loud negative reviews on social media and in the news. The client also received attention for being a for-profit company, including misconceptions about what for-profit healthcare providers do – such as the myth that they’re simply profiting off patients.
The client needed a reputation management strategy to transform public perception of its company into a trustworthy brand, showing that its “for-profit” business model equated to more research and higher quality of care.
HOW WE GOT THERE
Next PR developed a media pitching strategy to shed light on critical topics, like how to prevent relapse amid the stress of COVID-19, how to help veterans struggling with mental health disorders and why treatment in the LGBTQ+ community starts with self-acceptance.
Knowing the importance of transparency to improve the company’s reputation, Next PR also implemented a byline strategy, averaging 10 op-eds or bylines each quarter from different company experts. Topics showed the human side of the brand, such as a facility doctor sharing about his personal struggles with mental health and recovery.
The team worked to change perception on social media by crafting a more authentic and compassionate brand voice. Next PR enacted a stewardship program across social media, encouraging followers to share their positive treatment stories and experiences as reviews on Facebook, Google and Yelp. The team also crafted social content sharing what the company was doing with the profits it received, including funding innovative research and testing.
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Spokespeople in the Media
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Media Placements
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Positive Facebook Reviews
THE RESULTS
When Next PR first started working with the client, media wasn’t interested in its commentary due to the negative search results around the brand. Since the partnership began, Next PR has fostered ongoing relationships with reporters who now send inbound requests asking to include the client's data or quotes in their pieces.
In the first year alone, Next PR highlighted 25 different spokespeople in the media and secured 115 positive media placements. The team's efforts to improve the client's brand perception on social media led to 51 positive Facebook reviews in one year, compared to only 10 negative reviews. Brand engagements across LinkedIn and Twitter increased by over 50%.