MediaSource has been recognized as being among the best in
data/analytics at the 2024 PRWeek Healthcare Awards.
COLUMBUS, Ohio, May 23, 2024
/PRNewswire-PRWeb/ -- For a campaign that utilized a
first-of-its-kind approach to effectively measure the business
value of media relations efforts in healthcare, MediaSource
has been recognized as being among the best in data/analytics at
the 2024 PRWeek Healthcare Awards.
"For the first time in the healthcare
communications industry, there's now a formula to truly show your
campaign is making an impact through business growth," said
Lisa Arledge Powell, CEO and Founder
of MediaSource.
In collaboration with the Orlando Health media relations team
and in conjunction with their measurement partner, Mastercard,
being a finalist for this award recognizes a first-time initiative
where data has been used to show how healthcare public relations
can drive patient volume, increase sales and help meet business
goals.
"If you're a healthcare communicator, you know we've been
feeling the pressure to show how public relations, and specifically
media relations, directly ties to business goals," said
Lisa Arledge Powell, CEO and Founder
of MediaSource. "Media placements, impressions, ad value, and
audience are the old ways. For the first time in the healthcare
communications industry, there's now a formula to truly show your
campaign is making an impact through business growth."
The nomination was based on a case study of a national campaign
which leveraged MediaSource's signature multimedia release format
to position Orlando Health as a leader in orthopedic care. Using a
test-and-learn approach to data analysis, Mastercard quantified the
causal impact of the multimedia campaign by measuring results
against a well-matched control. The findings showed the campaign
led to increased visits across the orthopedic providers being
studied by 5.9%.
"We believe the story strategy, high-quality multimedia content
and media relations plan around the story which tied to an increase
in pickleball-related injuries is what made this campaign so
successful in driving patients," said Arledge Powell. "With more proof that media
relations can move the needle, and a general public more interested
in being told stories instead of being sold to, this new approach
shows how effective media relations can be just as valuable as
traditional marketing."
The success of the multimedia campaign has allowed MediaSource
and Orlando Health to streamline their formula for executing media
relations, driving business to other segments of the organization
through similar strategies.
To learn more about this approach to measuring the business
value of media relations, download the Effectively Quantifying the
Business Impact of Media Relations at Orlando Health white paper
for free here.
About MediaSource
MediaSource is a certified woman-owned healthcare communications
agency that helps organizations meet business goals by combining
storytelling with strategy. With a 25-year track record of
elevating healthcare brands across the U.S., MediaSource
understands the realities of the healthcare industry with proven
results that drive patients, recruitment, reputation and business.
To learn about our PR, thought leadership content, video
storytelling and other specialties, visit mediasourcetv.com.
Media Contact
Ben Roselieb, MediaSource, 1
6149329950, ben@mediasourcetv.com, MediaSource
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SOURCE MediaSource