Medstar Montgomery Medical Center
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(443) 961-1199
Baltimore
100 W. Monument St. Baltimore, MD 21201(443) 961-1199
Elevating a Medical Star through Earned Media
Medstar Montgomery Medical Center
Services
- Earned Media
- Media Relations
- Thought Leadership
Industry
- Health & Wellness
- Healthcare
Opportunity
MedStar Montgomery Medical Center is a staple of the Olney, Md. community, providing treatment for patients throughout Montgomery County. The hospital’s leadership team sought to raise their profile, deepen local credibility, and generate awareness for their key service areas.
As the hospital’s agency of record, we developed an extensive Thought Leadership program, with a goal of securing consistent earned media coverage for the hospital and its experts. One expert in particular, Estelle Jean, MD, became a source of repeated broadcast, online, and print coverage.
Dr. Jean held the right combination of experience, charisma, and willingness to conduct media interviews — key elements of successful thought leadership. Through regular conversations with Dr. Jean, we identified story angles, pitched media, and coordinated successful media appearances for her and the hospital.
Solution
To raise the profile of MMMC’s doctors and promote the hospital’s key service areas, we regularly pursued earned media opportunities with broadcast and print media, locally and nationally. Based on prior experience, and a demonstrated commitment to Thought Leadership, we positioned Dr. Jean as a premier expert on heart health and women’s health best practices. Our comprehensive process included 1-on-1 research calls, pitch development, and coordination with media personnel.
- Prep: Researched trending topics in heart health and women’s health. Drafted and discussed key questions during 1 on 1 calls with Dr. Jean, designed to gather her insights.
- Pitch: Drafted compelling pitches based on Dr. Jean’s insights, and pitched reporters on story and segment ideas for consideration.
- Interview Coordination: Secured interviews, coordinated logistics and prepped Dr. Jean with robust talking points and messaging best practices.
Results
By identifying the opportunity for a Thought Leadership program around Dr. Jean, we were able to become a trusted source for the media, regularly amplifying the hospital’s messaging and increasing its mind share. Dr. Jean became a sought-after, recurring source for national, local, and health-focused media outlets.
Top media coverage involving Dr. Jean included:
