- Case Study -
Unite Us
Unite Us, a healthcare technology company enabling cross-sector collaboration to improve people's health and well-being, needed to educate its partners and key audiences on a new industry category of social care and Social Determinants of Health (SDoH) technology. Next PR drove awareness for the brand and increased its association with these industry terms.
THE CHALLENGE
Social care and SDoH were terms previously limited to niche industry spaces and primarily used in peer-reviewed research articles. Next PR knew helping Unite Us own these terms meant driving understanding of the company and category.
Unite Us needed to carve out a distinct category within the crowded health-tech space to educate industry audiences on the role social care and SDoH play within a person’s health. Next PR and Unite Us sought to create consistent definitions, reach key audiences and bring these terms into more conversations across the healthcare space.
HOW WE GOT THERE
The Next PR team developed a comprehensive strategy to increase brand recognition for Unite Us and its categories across the healthcare industry.
Knowing press releases and bylined articles would provide the greatest control over the narrative to increase references of “social care” alongside Unite Us, Next PR developed a strategy leveraging written content from company thought leaders and company announcements. This included inserting the term “social determinants of health” into the company’s boilerplate, placing bylines around the connection between health and social care in healthcare trade publications and using these terms in targeted pitches to educate the media.
In addition to proactive media outreach, the team tracked usage of the term “social determinants of health” within industry media and by competitors. Tracking this term provided insights into how often it was mentioned in industry media and how competitors used it in their earned and owned content.
THE RESULTS
In the first quarter of tracking, Unite Us only received 68 media placements that included social care or SDoH messaging.
By the end of the year, the number increased to 606 placements – a 791% increase. By strategically inserting this key messaging into more than half of Unite Us’ owned and earned content throughout 2022, the company led share of voice for SDoH among top industry competitors.
Through Next PR’s targeted media outreach strategy, the team worked closely with reporters at Fierce Healthcare and POLITICO to secure feature stories that established the importance of SDoH, connecting the term to timely events and positioning Unite Us as a category leader.
The team also placed bylined articles mentioning social care and SDoH in healthcare trade publications like Health Leaders and MedCity News.