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How focus and passion opened the door to unprecedented PR success

Shining a light on maternal
health inequities

The Challenge

ProgenyHealth is a leading national, tech-enabled women’s healthcare company dedicated to Maternity and NICU Care Management. With focused maternal and infant health equity initiatives, the organization had been trying for years to share their message on the national stage. When ProgenyHealth first selected us as their PR agency in 2020, they had not garnered the level of media exposure they were looking to achieve. The organization was looking for a new kind of partner to elevate their message in the press to create sustained engagement and earn consistent placements in well-read trade, regional, and national publications.

Goals

1

1. Assert ProgenyHealth’s voice in the media, positioning its leaders and subject matter experts as key opinion leaders on topics related to high quality, equitable maternal and infant health.

2

2. Earn media placements among trade, regional, and national publications with a vast and varied readership.

3

3. Build brand awareness among key target audiences and stakeholders, including health plans, hospitals and health systems, and large, self-insured employers.

The Work

Brainstorm unique themes

Making news requires a commitment to delivering something valuable to journalists and their audiences. Through interviews with the leadership team, we quickly identified what they most cared about — high quality, equitable maternal and infant healthcare.

Create foundational content

Our position paper, An Unfair Fight, established the foundation for our media relations work. Inspired by client interviews and supported by data and insights, the piece framed the current state of our maternal and infant health crisis and reflected Progeny’s unwavering commitment to spurring change on the national level.

Develop speaker profiles for key executives

The ProgenyHealth leadership team brings a diverse and unique perspective to journalists and editors reporting on the issue and how it affects families of all shapes and sizes each and every day.

Authoring bylined articles and opinion pieces

We sought out opportunities to place thoughtful articles and op-eds among trade, regional, and national publications that would advance the profile of both the ProgenyHealth organization and the passion of its leadership team.

Media pitching and story placement

We pitched specific story angles and earned coverage for our original pieces in a wide range of Tier One news outlets, as well as respected healthcare trade publications.

Results

25 Placements

Bylines, Op-eds, and Articles placed in Trade, Regional, and National Publications.

Top tier placements in publications such as Chicago Tribune, Kaiser Health News, Pittsburgh Post-Gazette, Orlando Sentinel, Becker’s Healthcare, MedCity News, Employee Benefit News, and more.

28.3 Million

Estimated reach of all media mentions and placements.

$2:1 ROI

Current ROI based on the advertising value equivalency of Sage’s PR efforts.

$400K+ AVE

In 2 years, Sage Growth has delivered local, regional, and national placements with an AVE of more than $416,000.

”Sage was able to harness the powerful expertise and passion of our leadership team, and help share it on the national stage. Our placements create unique conversation starters with the individuals our BD team would love to have a conversation with. It’s a key part to our company’s growth.

LINDA SMITH, VICE PRESIDENT, MARKETING AND COMMUNICATIONS, PROGENYHEALTH

Awards

2023 HITMC Awards: Best Use of Media Relations

The annual Healthcare and IT Marketing Awards celebrate creative excellence, breakthrough concepts, flawless execution, and outstanding leadership in healthcare marketing, PR and communications. Our work with ProgenyHealth was recognized for its unique and incisive thought leadership strategy that advances that national conversation around maternal and infant health equity.

”As we continue our work to improve maternal and infant health outcomes, it is crucial that our messages consistently reach health plans, employers, providers, and legislators. Our ongoing partnership with Sage has helped us to further the impact of our work and expand the reach of our expertise and insight.

SUSAN TORROELLA, MBA | CEO, PROGENYHEALTH

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