A Community-based Healthcare Media Relations Program

The Opportunity

Tri-City Medical Center serves Oceanside, Vista and Carlsbad with a  388 full-service acute care hospital as well as the Tri-City Wellness & Fitness Center in Carlsbad and various other community programs. The medical center sought a healthcare public relations program to proactively communicate its excellent patient outcomes, quality medical programs and community involvement to build its brand awareness and promote the health and well-being of its region’s residents.

The Solution

WOC developed a healthcare media relations program working hand-in-hand with the medical center to develop story ideas and keep regional media up to date on programs, patient stories and other new developments. The agency leveraged its existing media relationships and built new connections to position Tri-City Medical Center as a go-to resource for state-of-the-art, timely and accurate health and medical information. Through 18 press releases and many more targeted pitches, the healthcare media relations program helped showcase Tri-City Medical Center as a healthcare leader in North County and a “good neighbor” in its community.

The Results

The healthcare media relations program resulted in:

  • 144 media placements
    • 11 TV segments
    • 39 print articles
    • 90 online articles
    • 4 podcasts
  • 22 informative health features on topics from flu to kidney disease featuring the medical center’s experts in the San Diego Union-Tribune Health section
  • Several local TV news programs featured the hospital’s new Accessible Icon which replaced all of the out-dated handicap accessibility icons
  • Feature articles and TV interviews profiled a patient who survived the flesh-eating bacteria
  • Feature articles and TV interviews profiling members of the hospital’s Lucky 13 program who overcame  health obstacles like organ failure, breast cancer and heart attacks to run or walk their first half marathon
  • A social media campaign, infographic and podcast helped families learn how to avoid SIDS, the leading cause of infant death