Mobile Health Map, a program of Harvard Medical School, and the Mobile Healthcare Association are both proponents of the expanded use of mobile clinics, which improve health outcomes and reduce costs. The organizations teamed up to publish a report detailing the business case for these mobile clinics — showing how mobile health aligns with the financial and overall priorities of large health care organizations.
MHM & MHA's Objective
MHM and MHA engaged Pinkston to promote the impact of mobile health clinics by supporting the publication, dissemination and promotion of their report, "The Case for Mobile: Mobile healthcare is good for communities and good for business." Ultimately, MHM and MHA aimed to help mobile clinics sustain or expand their efforts to deliver quality, accessible care to underserved communities.
Pinkston's Approach
Working on a constrained budget and timeline, Pinkston quickly designed and executed a campaign comprising written content, earned media, thought leadership, and a think tank outreach strategy. Each component of the campaign was designed to funnel attention back to the MHM/MHA report and the organizations' core messaging priorities on mobile health.
Our approach had two main strategic themes: first, providing data and insights about the impact of mobile health that couldn't be found elsewhere; and second, providing a human face to the mobile health story.
Results
Through earned media outreach, think tank meetings and opinion pieces, Pinkston helped further the narrative of the benefits of mobile health, accruing nearly 2 million impressions. Highlights included meetings with subject-matter experts and researchers from the RAND Corporation, the Center for Health Care Strategies, and the Alliance for Health Policy.
Pinkston secured op-ed placements in Newsweek and MedCity, as well as coverage of the report in national publications including Politico, STAT, Yahoo Finance, HealthLeaders, Healthcare Dive, Modern Healthcare, Chief Healthcare Executive, and AIS Health. Pinkston also secured local media coverage highlighting mobile health care successes in Baton Rouge, Philadelphia, Jacksonville, Detroit and Atlanta.