OurHealth: Thought Leadership

  • Situation

    OurHealth is the country’s largest near-site clinic network for employers. Its MyClinic network significantly lowers the barrier to entry by allowing employers of all sizes to gain immediate access to a network of primary care clinics. OurHealth offers a comprehensive health care approach to its clients and their employees that includes primary care services, wellness services, on-site laboratory and medication dispensing services and referral guidance.

    In 2018, OurHealth was looking to expand its external communications and establish itself as an industry leader. OurHealth hired Hirons to provide support for internal and external communications as the company planned to grow and expand both locally and nationally. To attain maximum coverage and brand resonance, Hirons worked with OurHealth to execute thought leadership columns and to coordinate and plan strategically timed announcements for clinic news.

  • Strategy

    Research provided the foundation for all strategic communication materials for OurHealth. Hirons started the process with a detailed internal and external communications audit to provide background on OurHealth’s communication capabilities. A competitive analysis offered insight into OurHealth’s market position and included a complete analysis of competitors’ media efforts.

    Once a strong understanding of OurHealth’s market position and communications history was established, Hirons identified target audiences, stakeholders, business goals and communications objectives. A communications plan outlined a public relations approach that would enable OurHealth to showcase its growth and expertise on a more consistent basis to targeted media outlets. OurHealth developed guest columns, editorials, opinion pieces and feature articles, which Hirons pitched to specific media markets and industry publications, expanding the company’s national presence. Extensive media lists were created for each market and reporters were strategically researched and evaluated before pitching editorial pieces for consideration.

    The public relations strategy for OurHealth relied on new client relationships to trigger media engagement. During our involvement, Hirons assisted with market announcements for Mecklenburg County in North Carolina and Cincinnati, Ohio. Cincinnati was a brand new market for OurHealth and Hirons used the public relations strategy to generate a series of announcements that assisted with brand awareness and development for OurHealth.

  • Results

    Since early 2018, Hirons has proactively secured nearly 25 positive media hits for OurHealth, including coverage in trade publications such as Employee Benefit News, Employee Benefit Adviser and HR Technologist. Local coverage from Indianapolis Business Journal and Inside Indiana Business, along with coverage in each specific market, helped create additional business development opportunities for OurHealth. Audience reach for the earned media coverage has hit 562,830.

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