Carena : Placing a Stake in the Ground for a Telehealth Leader
Challenge
Carena, a telehealth platform partner for health systems, wanted to rapidly build the company’s brand and expand market share ahead of an anticipated acquisition. At the time, Carena’s business model was different than the typical telehealth company. The CEO had a bold vision for a telehealth company that would partner with health systems to extend the reach of providers into the community – Carena was no “pill mill.” Understanding the value of a CEO willing to take a stand and share a controversial opinion, RH Strategic developed a campaign that would share this vision broadly, positioning the CEO as a market leader.
Solution
We started by developing a manifesto to convey the CEO’s stance on telehealth, then secured placement for it in U.S. News & World Report. Utilizing that byline as a springboard, RH Strategic secured opportunities for the CEO to share his vision with target audiences through mediums like earned media, high-profile speaking opportunities and a two-day DC influencer tour.
Results
Over the next two years, RH Strategic continue to grow the company’s and the CEO’s visibility with an ongoing communications campaign that elevated Carena as an innovator through company momentum announcements, editorial content creation, award programs, and ongoing media relations and briefings with multiple spokespeople. In October 2017, Carena was successfully acquired by telemedicine provider Avizia. Avizia was then acquired by American Well.
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