YoY increase in media placements
Inspira Health, a regional healthcare system based in Southern New Jersey, had spent years investing in their clinical offerings by recruiting highly trained clinicians, expanding access throughout the community, and integrating advanced technology into their service region. Yet there was still an anecdotal perception that the healthcare system didn’t reflect the innovations of modern healthcare. With the greater Philadelphia region ripe with university-affiliated hospitals and academic networks, the brand needed to boldly take on its regional peers to garner consideration.
To showcase its high-quality care, accessibility, and innovation—all close to home for area residents—Inspira partnered with Red Thread PR for a comprehensive public relations and internal communications strategy that would raise its visibility and help the health system claim its home territory in South Jersey.
Shifting the public’s perceptions doesn’t take place overnight, but through a comprehensive multi-year partnership rooted in strategic communications and media relations, Red Thread PR helped elevate Inspira’s presence and position the network as a market leader.
The foundation of our program focused on a large-scale earned media strategy in Philadelphia and New Jersey press, designed to speak directly to current and prospective patients, alongside trade and national media to raise the organization’s profile among potential talent and partners. Media outreach centered around emerging technologies, growing access points, patient testimonials, and beyond—but the narrative quickly shifted in March 2020.
As the COVID-19 pandemic drastically impacted the healthcare environment, we shifted focus to communicating how area residents could stay safe amid this unprecedented time. From publishing articles and hosting community town halls on masking and social distancing, to sharing Inspira’s innovations in support of the South Jersey region, we positioned Inspira as a community partner working to protect its neighbors.
Amid the pandemic, Inspira welcomed a new CEO, with a new vision to grow the health network. Through a series of community content and ongoing media relations, Red Thread PR positioned the new executive as a visionary seeking to increase access to quality healthcare in South Jersey and enhance the patience experience.
That thought leadership platform held relevance for Inspira’s internal audience too, and Red Thread PR partnered closely with Inspira’s internal team to develop and execute a multi-pronged internal communications strategy to share key organizational updates and increase employee engagement throughout the network. From educating employees around organizational expansion to establishing new mission, vision, and values statements, strategic internal communications has become a bedrock of our partnership.
Over the course of 2020 and 2021, more than 1,200 earned media placements totaling 250 million impressions were secured. 2020 results alone represented a 261% increase in placements and a 618% increase in impressions year-over-year.
Most notably, Red Thread PR helped Inspira increase its share of voice in the regional market to 32%—just behind the market leader—positioning the organization as a healthcare force within its home community.