Building a Powerful Brand in Local Health
As a new local health plan, Innovation Health faced significant brand awareness challenges needed a way to reach its key audiences: local residents and businesses in northern Virginia.
To establish a visible local/regional presence Merritt Group developed strategic messaging coupled with an aggressive PR strategy and introductory media tour aimed at reaching local health influencers.
Merritt Group’s outreach Ied to more than a dozen pieces of coverage in outlets like Connection Newspapers, Falls Church News Press, Falls Church Patch and Washington Business Journal. Merritt Group also up-leveled the story with health care reporters at national outlets including Bloomberg, Becker’s Hospital Review, LA Times, Modern Healthcare and The Washington Post, establishing an ongoing pipeline of interviews and bylines centered around topical health care issues.Innovation Health continues to see membership numbers increase, bringing more services to their customer base.