The Doctor's Office, Reinvented.
One Medical Group (OM) is an innovative, national primary care practice that is patient-centric and creates convenience and efficiency through the latest technology. Three years after it quietly opened in San Francisco, Brazer Communications was hired when One Medical planned to expand into major markets across the U.S., beginning with New York. We created a publicity campaign that targeted top-tier, high circulation national and local online, print and broadcast media, working with journalists who could articulate how OM is fixing the broken primary care system and is truly unique. We told patients’ own stories, and positioned the providers as experts in a range of fields.
Results
We launched the campaign with a story in the New York Times that became the #1 emailed and viewed story that day and inspired patients to join OM in each of its markets in the nearly three years since publication. In just 12 months, our publicity campaign generated more than 100 million media impressions, including coverage in the Wall Street Journal, CNNMoney.com, Forbes.com, TechCrunch, Business Insider, Reuters, WNBC (New York), KPIX (San Francisco), and That’s Fit. We also found and secured an opportunity for one of the doctors to be the featured host for a nationally distributed television series on health care and helped position the CEO and founder as a health care leader through bylined articles, media coverage and speaking engagements. Brazer has continued to provide marketing communications support to One Medical for several years.
As a new model for primary care, we hired Brazer to help us get in front of our target audience with the right messages that would accurately tell our story and inspire people to join One Medical Group, especially in New York. Over the years we worked with them, Brazer secured positive coverage in major online and print media, beginning with a feature in The New York Times that became the most emailed story for a week after it was published. In the 12 months that followed, Brazer generated 100 million media impressions for One Medical.