Creating a nationwide media relations campaign for a venture and social-impact-funded Age Tech startup

Situation

Poor social relationships and isolation are associated with a 29% increased risk for coronary heart disease and a 32% increased risk of stroke. ConnectCareHero, a Chicago-based digital health-focused platform with culturally sensitive programming, addresses isolation for older adults, primarily for Black and Hispanic populations. It recently secured a $1.8M investment to continue shifting the aging economy. It chose Ballast Group because of our expertise with startups, healthcare and the aging marketplace and tasked us to raise awareness of it minimizing health risks for older adults. Its investors include the American Heart Association (AHA) Social Impact Funds, Google for Startups, New Age Capital and others. 

Complication

ConnectCareHero’s senior living community audiences, including leaders of skilled nursing, assisted living and memory care facilities, seek ways to engage their residents and patients to sharpen their cognition, verbalization and mobility. With a new round of funding the company sought increased brand recognition to significantly differentiate its services to attract more communities and new markets. With 50+ locations and growing, it serves Illinois, Minnesota, Florida and Pennsylvania. 

Solution

We developed in only three weeks a robust earned media approach that focused on identifying relevant reporters covering the business of healthcare and those health publications read by senior living community leaders. We: 

  • Researched the media landscape for relevant and influential publications nationwide
  • Spoke with ConnectCareHero’s ‘super-users’ and advisors to develop key messages
  • Promoted third-party storytelling with its clients and partners who understand how a digital infrastructure supports improved health and less risk for older adults
  • Conducted media training with the founder prior to announcing the funding
  • Secured articles to help build credibility, generate leads and increase valuation

Results 

Our PR strategy resulted in: