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New markets, new strategies, new friends
MedExpress, a leading provider of urgent, high-quality medical care with over 250 locations across the nation, is constantly breaking into new markets. But for a time, it faced significant challenges in communicating its growth, especially in communities where it was opening its first centers.
WordWrite collaborated with MedExpress to develop a new approach to center openings, especially in new communities. Previous public relations campaigns had relied simply on templated press releases, with little real strategy for following up. As a result, some communities had not heard from the company for more than a year after new locations opened. We were happy to help shift the dynamic.
Working closely with MedExpress corporate communications, our team created an overarching strategy, helped develop media relationships, and then supported it all with a detailed annual calendar to guide media pitching, focusing our outreach on consumer health topics in target markets.
In addition, we worked with the experts in MedExpress’ employer health services to draft and place informative bylined articles in HR trade publications.
Persistent efforts by our account team and our collaboration with the MedExpress team resulted in a flood of earned media placements. By the end of 2017, we had secured coverage for 46 of MedExpress’ 50 new openings that year, and the company received a total of 1,980 media hits through December.
Our work with MedExpress is a testament to teamwork and the fruits that come from sharing authentic business stories.
The WordWrite team is the perfect combination of business acumen and PR savvy. They took it upon themselves to learn our business inside and out and truly functioned as an extended part of the team. They were able to take their intimate understanding of our business and business needs to create a customized PR plan and unique storylines – that worked! WordWrite helped us grow our PR program exponentially, not only in terms of meaningful coverage and reporter relationships, but into new markets and geographies.
Annie Jamieson, Senior Director, Communications, MedExpress