Key Highlights
- Built brand equity with PR and employee branding strategy
- Connected with families of children with fragile medical and special needs
- Raised awareness of pediatric home health, an often invisible & underfunded sector of medical reimbursement
- Supported company in growth trajectory through acquisition transaction with Aveanna Healthcare
Services
Brand Positioning, Copywriting, Media, Public Relations
Challenge
Pediatric home health for medically fragile children is an often-overlooked, but growing segment of need in healthcare. Not only are parents of these children challenged with the 24×7 nature of childcare, but home healthcare companies like Epic faced a talent shortage compared to the patient need. In close collaboration with our Epic client, Marketwave crafted a PR strategy to raise awareness and reach more families in need, and an employer branding strategy aimed at military veterans who had transferable skills and strong character traits that made them excellent care team members in the Epic talent pipeline for allied health providers.
Solution
The program Marketwave built had a two-pronged approach to reach more families through PR and social media channels, and also establish a trusted, compelling employer brand that attracted top talent.
- Established a “follow the calendar” media pitch strategy to tie in with seasonal topics
- Created a news release pipeline for consistent cadence of company news
- Wrote guest columns and contributed blogs on parent-focused news sites
- Promoted veteran hiring pipeline through military trade media outlets and social media
Results
- Consistent media coverage of 3-4 articles or news segments quarterly
- Military veterans talent pipeline increased by 30% in first year employer brand strategy was implemented
- Raised profile of Epic brand and helped company grow to the point of being acquired by Aveanna Healthcare in 2017