AtlantiCare
Category: Media Relations & Storytelling – Newsjacking
Industry: Healthcare
The Challenge
AtlantiCare, a regional health system in Southern New Jersey, wanted to elevate its physicians as national thought leaders and strengthen the perception that residents could access top‑tier care close to home. Historically, many South Jersey patients bypassed local providers and traveled to Philadelphia for specialty expertise. AtlantiCare needed a way to break into national health coverage and demonstrate that its physicians were qualified, credible sources on a wide range of health topics.
Our Approach
We executed a proactive newsjacking program to insert AtlantiCare physicians into breaking health stories and position them as responsive, reliable experts for national journalists.
What Our Team Did:
- Researched and developed timely, creative health story angles that differentiated AtlantiCare physicians from other experts
- Identified developing news cycles and quickly positioned physicians as strong sources
- Responded rapidly to reporter requests and follow‑up questions
- Developed a strong relationship with a USA Today reporter who routinely covered health stories
- Continued supplying expert insights across multiple service lines as new story angles emerged
The Results:
- The first newsjacking pitch resulted in a story in USA Today
- The reporter repeatedly returned to AtlantiCare for three additional stories, averaging one per quarter
- Each story highlighted expertise within a different AtlantiCare service line
- The coverage was syndicated nationally, resulting in more than 150 total placements
- AtlantiCare became a trusted, go‑to expert resource for a major national health reporter