Featured Project - AllOne Mobile
11.01.2009
In:
Health Care / Life Sciences,
Public Relations
Our Thinking
AllOne Health provides occupational health, employee assistance and productivity programs to employers and health plans to help employees and their dependents get and stay healthy. In early 2008, the company began its foray into mobile health technology with AllOne Mobile. AllOne Mobile is a cell phone application provided primarily by health plans and employers to allow individuals to better manage their health and well-being no matter where they are, what time it is, or how complex their medical problems.
Media Targets
By pitching mobile health and technology reporters, we targeted an interested media audience and, ultimately, health IT executives and other C-suite decision-makers, with a finely-tuned message.
Strategy and Tactics
Our strategy takes both a relationship-building and an opportunistic, quick-hit approach to media relations. Here's how we do it.
- Cultivate relationships. We begin by proactively becoming a resource for reporters who cover health and technology, especially mobile technology. Even if we're not pitching a story, simply keeping in touch through phone calls or e-mails is effective.
- Know their stuff - and yours. Before we speak with reporters, we research their recent work and the news they typically cover so we can offer story ideas they'll - hopefully - appreciate. We also ask our client the tough questions so we can provide insight and value once reporters start asking us questions.
- Be accessible. With a new product or service, being accessible can be more important than being the biggest, best or well-known. Since reporters live and die by deadlines that would make most people crazy, we meet their needs by quickly offering concise information tailored to the story angle.
- Be persistent. We pitch everything from new business wins and service offerings to event sponsorships and speaking opportunities for AllOne Mobile. And, we don't give up.
Results
We've generated more than 50 media hits for AllOne Mobile with trade magazines, newspapers, business publications, blogs and television. This includes a placement as the lead subject in a recent InformationWeek story on smart phone health care applications, as well as inclusion in a BusinessWeek story on cloud computing that also featured industry giants like Google and Microsoft.
This steady drumbeat of positive - even national - media exposure for AllOne Mobile has increased its credibility and visibility, and opened doors for additional media and business opportunities that may not have otherwise been available to a new, early-adopter product.
