CHALLENGE
Baptist Health South Florida wanted to focus attention and increase awareness for their millions of dollars invested in community work and outreach in South Florida. Baptist Health South Florida is the largest healthcare organization in the region, with seven hospitals, nearly 50 outpatient and urgent care facilities, Baptist Health Medical Group, Baptist Health Quality Network and internationally-renowned centers of excellence. The not-for-profit, faith-based Baptist Health has approximately 16,000 employees and 2,300 affiliated physicians. Baptist Health reached out to The Conroy Martinez Group to help increase awareness of their community outreach and involvement and enhance and expand their social media outreach.
STRATEGY
The Conroy Martinez Group conducted an integrated public relations and social media campaign on behalf of Baptist Health. The firm worked with the client to position Baptist Health South Florida as a community leader, active in the community they served, giving back in dollars and community service from their employees. We continually highlighted their community events, medical happenings, fundraisers and other activities to increase awareness in the South Florida marketplace. The agency leveraged their media contacts in the region to execute a successful publicity campaign designed to increase awareness of the plethora of community-facing activities of which the health system was engaged. The Conroy Martinez Group also worked with the in-house social media team to expand social media posts and increase interactions with followers and fans.
RESULTS
Baptist Health South Florida’s reputation as a community investor was finally known. We secured hundreds of stories during a span of seven years from 2009- 2016 with an estimated audience, generating 750 million impressions each year. Baptist Health was featured consistently in key South Florida media outlets including The Miami Herald, El Nuevo Herald, South Florida Sun Sentinel, Socialmiami.com and a host of other media. Very importantly, the CMG team helped increase Facebook and Twitter followers approximately 20% while increasing engagement over the seven- year engagement.