Bospar Repositions AI from Threat to Transformative Healthcare Tool
Matt Hollingsworth witnessed his mother struggle with cancer. He also saw her carry to every appointment an oversized binder of her medical history, detailing every surgery, checkup, test result and prescribed medication.
There wasn’t a streamlined system to keep track of her medical information. Hollingworth saw an opportunity to make a difference in how patient data was collected, utilized and applied to patient cases.
He launched Carta Healthcare to improve patient care by harnessing the value of clinical data using AI technology and a multidisciplinary team of experts. The company partners with healthcare organizations to streamline clinical documentation and enable data-driven improvements through the analysis of patient data.
The healthcare company partnered with Bospar to execute a strategic public relations campaign with two goals: Shift public perception of AI in healthcare by building trust and correcting misinformation in the wake of ChatGPT’s widespread attention, and position its new CEO as a leading and trusted voice within conversations about using responsible clinician-focused AI.
Challenge
Discourse around AI in healthcare was dominated by fear, confusion and hype. The healthcare innovator required Bospar’s help demonstrating how AI can support providers in improving patient care and outcomes, while also educating consumers on the role of AI as an assistive tool — one that enhances, but does not replace, human interpretation and clinical decision-making.
Simultaneously, Bospar needed to amplify the expertise of the company’s new CEO, Brent Dover and the expertise of Matt Hollingsworth, the co-founder and chief innovation officer.
Strategy
Our strategic communications campaign was designed to demystify the usage of AI in healthcare, elevate the client’s thought leadership and ensure their solutions were associated with transparency, patient advocacy and clinical relevance. The agency leveraged the strong interest from top-tier news media to make a strong case to the healthcare industry trade publications to cover the survey and AI’s implications for the industry.
The Bospar public relations strategy involved making this an urgent story by connecting the media’s need for healthcare predictions for the coming year and the considerable interest in AI’s transformative impact on every industry.
A core part of our strategy was commissioning a proprietary survey for the client. We surveyed 1,027 American adults to understand their knowledge of and trust in AI in healthcare.
Our strategic public relations team used the survey results to position the client as a solution to the healthcare system’s inefficiencies. Bospar reinforced messaging around the critical importance of making health information easily accessible — a requirement underscored by current medical mandates. Our media relations team reframed the client’s mission as an AI-powered solution to healthcare disorganizations.
Campaign Results
Bospar’s deep experience with B2B PR, media strategy and our signature “politely pushy” strategic communication approach delivered standout coverage for the client in high-impact outlets.
Verywell Health (Rachel Murphy reporting), which has a UMV of 26,736,271, featured the company’s proprietary survey data in this article, “From EKGs to X-Ray Analysis, Here’s How Your Doctor Is Actually Using AI.”
Immediately following, Forbes (Deb Gordon reporting) went live with the client’s survey findings with this story: “Will AI Improve Healthcare? Consumers Think So, New Surveys Show.” It was syndicated to several outlets.
Additional coverage was secured in top-tier outlets, including:
- Politico Pulse (Ben Leonard reporting)
- Tech Times (Staff reporting)
- The Wall Street Journal Pro (Zachary Cole reporting).
- WDTV (Dante Centofanti reporting)
- WHSV (WDTV News Staff reporting)
The health trades hopped on the bandwagon next.
Healthcare IT Today (Brian Eastwood reporting) ran forward-thinking commentary from Dover and Hollingsworth, addressing “Will AI Continue to Demand All the Attention in 2024?”
Impactful stories were also placed in:
- Express Healthcare Management (Sandeep Kunchikor reporting)
- Fierce Healthcare (Noah Tong reporting)
- Medical Economics (Richard Payerchin reporting)
- Healthcare IT Today (Brian Eastwood reporting)
- Health IT Answers (Roberta Mullin reporting)
- HIT Consultant (Fred Pennic reporting)
- Patient Engagement HIT (Sarah Heath reporting)
Bospar’s public relations specialists elevated the client’s executive team by securing media opportunities that spotlighted their leadership in responsible AI innovation.
In the process, Bospar dramatically increased the client’s share of voice and elevated Carta’s reputation as a trusted partner at the intersection of AI and healthcare.
The strategic campaign’s efforts directly contributed to strong business outcomes, with the client tripling its revenue and expanding its customer base by 50%. The client’s CEO and chief innovation officer were successfully positioned as thought leaders in responsible AI adoption.
Bospar won Ragan PR Daily’s Media Relations Award for its “Unknown Waters: Charting the Role of Data in Better Patient Outcomes,” campaign with the client.
The cherry on top? Bospar’s PR strategy reframed the public opinion of AI in healthcare from a perceived threat to a vital tool for improving patient outcomes and system efficiency.
“Bospar's strategic counsel put us on the path to fantastic coverage within the first weeks of our engagement. The team's stellar relationships and guidance allowed Carta to quickly expand its visibility in media targeted towards key business decision-makers. There are PR firms and then there is business-savvy Bospar. Having the knowledge and foresight to showcase our funding announcement as proof of our business sustainability in an unstable economic market was the business acumen we needed to target technology-purchasing decision-makers at hospitals.”
— Matt Hollingsworth, CEO/founder, Carta Healthcare
