Pumped for American Heart Month with Atlantic Health System’s Cardio Experts
Healthcare PR & Marketing
Overview
Atlantic Health System encompasses seven award-winning hospitals in the New Jersey/New York area and serves over 4.9 million patients. Its cardiology and heart surgery program is a key asset to the hospital, ranked among the top 50 in the nation by U.S. News and World Report.
Situation
Looking to stand out in the heavily competitive New York-Metropolitan market, Atlantic Health System engaged Antenna Group to raise awareness of its cardiology program and elevate its impressive team of cardiologists to attract new patients in the region.
With the CDC estimating that approximately 523 million Americans have some form of cardiovascular disease – and about 20 million in the densely-populated metropolitan area Atlantic Health System serves – the opportunity and need for Atlantic Health System to educate the public on cardiovascular health was tremendous. Antenna’s successful execution of the campaign had the potential to not only secure new patients and coverage for the Atlantic Health System brand, but to help save lives through education in the process
Approach
Antenna took a two-pronged approach to support Atlantic Health System with a robust media relations strategy. First, Antenna worked with Atlantic Health System to identify leading experts on the cardiology team to serve as the leading voices of the brand. These voices would represent the brand during media interviews, author bylines, and provide quotes when requested by journalists. Second, Antenna conducted media training with the group to ensure that they had a firm grasp on key messaging points.
American Heart Month (February) provided the ideal opportunity to engage the media with journalists and readers already primed to consume a greater amount of educational content around cardiovascular health. Intent to capitalize on the moment, Antenna collaborated with Atlantic Health System to build a strong messaging campaign and pitched the cardio team for media coverage.
In the midst of planning in January 2023, a jarring cardiovascular-related event took headlines: the on-field, sudden collapse of NFL player Damar Hamlin. As the world watched and commentary began to flood the internet, so did the spread of misinformation. Antenna quickly deployed the selected cardio experts to address the dangerous threads of misinformation and continue to lay the groundwork for the campaign during American Heart Month.
Results
Antenna’s efforts in laying the groundwork to build notoriety among Atlantic Health System’s industry leaders garnered over 2.5 billion impressions, with placements in Forbes, Men’s Health, Popular Science, and more, including an exclusive interview with NBC News NOW.
Atlantic Health System’s cardio team continues to be highly sought after by members of the media when seeking commentary, a direct result of the positive relationships formed throughout this campaign.
