Execution

We implemented a multi-faceted approach to maximize coverage and offset the challenge of a field crowded with competitors seeking the attention of journalists who often weren’t healthcare sector specialists. First, we reevaluated and repackaged our narratives and claims to make journalists’ jobs easier and help us stand out. We accomplished this by creating unique yet credible messaging:

Messaging:

• Pandemic: Gathered relevant internal data from DrFirst’s iPrescribe platform and paired it with third-party data to craft a comprehensive and compelling story about an increase in prescriptions to treat anxiety and depression since the start of the pandemic. Combined the consumer research with commentary from Dr. Banas about how consumers:– Use telehealth during the pandemic
  – View their mental health and how they prefer to access services
  – Use emergency services
  – Miss second doses of multi-dose vaccines and reminder preferences
• Opioid: Leveraged Opioid Awareness Month to publicize DrFirst’s iPrescribe, which allows doctors to check their state’s Prescription Drug Monitoring Program for safer prescribing.

 

Media Outreach:

This approach was complemented by securing exclusives for different data narratives and pitching fast-reaction quotes and commentary directly after a significant media event occurred.

We drafted and placed thought leadership pieces that further cemented DrFirst’s coverage in traditional media. The team generated a big win for the funding announcement with top-tier placements, including The Wall Street Journal and Crunchbase News, and influential vertical outlets such as Fierce Healthcare and MedCityNews. Our pitches to journalists emphasized DrFirst’s large footprint (300,00 healthcare professionals) and the platform’s AI potential.

The final aspect of our execution was reaching beyond traditional media to greatly expand opportunities for engagement and coverage. One solution was to double down on podcasts, an essential hub for healthcare industry information, especially for the sector’s decision-makers on which new technologies to implement. Additionally, we reached out to influencers, mainly those with solid professional backgrounds and a medium-to-large base of followers from an audience directly relevant to DrFirst.

Our media execution strategy included:

• Develop a targeted list of journalists to pitch, offering unique and exclusive data cuts
• Insert commentary into breaking news, providing fresh perspectives, while continuing outreach to journalists and updating pitches with fresh quotes and new data
• Pair Internal data from iPrescribe with new third-party data for a more comprehensive story
• Work with influencers to inform our approach for each initiative

 

Coverage

Media outreach resulted in 194 online and 37 broadcast placements, with over 5 billion impressions. Media placements include top-tier outlets such as Associated Press, The Washington Post (Marlene Cimons), and Fox & Friends (Erica Lamberg). Additionally, vertical publications such as Health.com, STAT, Becker’s Hospital Review and MedPage Today all covered DrFirst, with many pieces profiling the company extensively, as well as echoing the research we compiled and placed in top-tier outlets.

 

Business Impact

Within the healthcare space, sales cycles can often have a long tail, but to open the door and become a serious contender, vendors must have third-party validation. Bospar’s successful campaign led to several existing clients being impressed with DrFirst’s media traction as representing company credibility. Perhaps most importantly, it opened doors to new clients and served as an important touchpoint for potential customers by providing legitimacy and buzz that set DrFirst apart from competitors.