Baptist Health South Florida

Community Outreach Campaign for the Largest Hospital Network in South Florida, Baptist Health South Florida

Baptist Health South Florida had donated and invested millions of dollars in the community throughout South Florida. As the largest healthcare organization in the region, with seven hospitals, nearly 50 outpatient and urgent care facilities, the not-for-profit has 16,000 employees and 2,300 affiliated physicians. Baptist Health reached out to The Conroy Martinez Group to help increase awareness of their community outreach and involvement and enhance and expand their social media outreach.

Strategies

The Conroy Martinez Group conducted an integrated public relations and social media campaign to position Baptist Health South Florida as a community leader, active in the community they served, giving back in dollars and community service from their employees. We continually highlighted their community events, medical happenings, fundraisers and other activities to increase awareness in the South Florida marketplace. The agency leveraged media contacts in the region to execute a successful publicity campaign designed to increase awareness of the plethora of community-facing activities of which the health system was engaged. The Conroy Martinez Group also worked with the in-house social media team to expand social media posts and increase interactions with followers and fans.

Results

Baptist Health South Florida’s reputation as a community investor was greatly enhanced. Hundreds of stories were secured during a span of seven years, generating 750 million impressions each year. Baptist Health was featured consistently in key South Florida media outlets including The Miami Herald, El Nuevo Herald, South Florida Sun Sentinel, Socialmiami.com and a host of other media. Very importantly, the CMG team helped increase Facebook and Twitter followers approximately 20% while increasing engagement over the seven-year engagement.