Evolent case study: W2O Digital Health Practice
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Evolent Health was formed to help health systems transition to value-based care, which aims to improve health outcomes while lowering costs. In 2013, Evolent secured $100 million in funding, highlighting investor support for value-based care. Evolent's media strategy was to define value-based care for non-experts, emphasize the benefits for patients and costs, and build long-term relationships with reporters rather than quick coverage. This resulted in 29 stories about the funding and coverage over a month that reached over 1 million people on social media.
Evolent case study: W2O Digital Health Practice
- 1. Evolent Health: Overview Evolent Health was formed to meet the needs of a strained U.S. health care systema system ready yet struggling to evolve toward valuebased care. That is, care that improves health outcomes while lowering costs. Purpose-built to create clinical value and sustained growth, Evolent has emerged a leader in helping premier health systems make the momentous shift from volume-based to value-based care. On September 30, 2013, Evolent Health announced that it had secured $100 million in Series B funding, an unprecedented sum for an early stage health care start-up. The funding announcement provided a platform to introduce Evolent Health to a broader audience and emphasized the importance investors and stakeholders are placing in the transition to value-based care.
- 2. Evolent Health: Primary Objectives Educate business and healthcare industry media on Evolent Healths model and demonstrate the companys leadership in the space Clearly define value-based care for non-industry experts Articulate patient outcome and economic benefits of transitioning to value-based care
- 3. Evolent Health: Media Strategy Challenges Value-based care is a complex topic that encompasses medical, political and economic storylines and stakeholders Story falls between traditional news beats As a relatively young company, many reporters were not familiar with Evolent Health and what the company offers Due to significant political coverage of ACA, there are many preconceived notions and misinformation on what value-based care is and the impact it can make on healthcare Strategic Approach Redefine the conversation Lead with Evolent Healths financing/business story to enter conversation but educate onvalue-based care to broaden the reach and impact of the story Prioritize long term relationship building over quick hit coverage Identify value-based care advocates that can speak to the impact on patient care and physician experience
- 4. Evolent Health: What We Achieved Intensive outreach to over 100 reporters, including business, healthcare trades, digital health trades and local outlets Established relationships with key influencers leading to coverage beyond financing announcement 29 stories covering financing announcement during a news cycle saturated with ACA coverage Coverage extend beyond the initial news cycle including articles that posted over one month post-announcement In just one week after the financing announcement, 278 tweets about Evolent Health reached over 1 million followers Evolent Health Inc. is ready to be big. - Washington Business Journal Evolent has aligned its messaging with the goals of the ACA - VentureBeat Hospitals and healthcare providers will rely upon Evolent to help them adjust to (Obamacare). - In the Capital