In this PR SEO case study, we dive into the award-winning campaign executed by TrizCom PR for Intuitive Health, a pioneering healthcare company. By leveraging strategic public relations and communications initiatives, TrizCom PR successfully elevated Intuitive Health's brand authority, thought leadership and online visibility. Throughout this case study, we will explore the challenges faced, the tactics employed and the impressive results achieved, showcasing the power of PR in driving SEO outcomes and enhancing brand awareness in the highly competitive healthcare industry.

BACKGROUND | Intuitive Health

Founded in 2008, Intuitive Health pioneered the combined emergency room and urgent care model. Intuitive Health partners with established health systems nationwide to build, operate and launch retail healthcare facilities that provide urgent care and emergency room services under one roof. Current partners include Baptist Health in Florida, Baptist Health in Indiana, Bayfront Health ER & Urgent Care in Florida, Northwest Health in Arkansas, Presbyterian Healthcare Services in New Mexico, ProMedica in Ohio, Riverview Health in Indiana and its flagship center, Legacy ER & Urgent Care in Texas. Intuitive Health's patient-centered retail-care model is built on a proven business system focused on concierge-level customer service and transparency. Each facility has onsite- lab equipment, a radiology suite with X-ray and multi-slice CT scanners and are open 24 hours a day, seven days a week. Every patient is examined by a board-certified and ER-licensed physician, regardless of the level of care they need. As an objective criterion, the physician determines if the appropriate care is emergent or urgent care. Patients are billed accordingly, only paying for the required care, eliminating inappropriate emergency room utilization. This proven model establishes a cost-effective, more personal and time-efficient way to deliver high-quality medical service at the appropriate cost, which garners long-term patient loyalty. The Intuitive Health model increases market share for partnered healthcare systems by expanding their footprint with conveniently located centers. For more information, please visit www.iheruc.com.

ASSIGNMENT | Intuitive Health

Intuitive Health engaged TrizCom PR to provide comprehensive public relations and communications services. The primary focus was on leveraging earned and owned media channels to enhance brand awareness and position the C-Suite executive team as thought leaders within their industry.

One key objective was to increase the number of high-quality backlinks to Intuitive Health's website. By securing these backlinks from reputable sources, TrizCom aimed to improve the company's Domain Authority, ultimately enabling Intuitive Health to rank higher for targeted keywords in search engine results pages (SERPs).

Through a strategic approach that involved crafting compelling content, building relationships with key media outlets and identifying relevant thought leadership opportunities, TrizCom elevated Intuitive Health's brand visibility and established the executive team as the go-to experts in their field.

CHALLENGES | Intuitive Health

Intuitive Health faced several challenges in terms of brand awareness and recognition. Despite being the pioneer and originator of the innovative hybrid healthcare model, which combines emergency room and urgent care services under one roof, the company needed more public awareness of its unique offering.

One factor contributing to this challenge was that partner facilities adopting Intuitive Health's hybrid model often utilized their own established brand names. This made it difficult for Intuitive Health to gain direct brand visibility and recognition for its groundbreaking approach to healthcare delivery.

The timing of Intuitive Health's project, which began in February 2020, was unfortunate. Just one month later, the COVID-19 pandemic hit the United States, leading to an unprecedented surge in patient visits at Intuitive Health's facilities. This surge put immense pressure on their staff and resources, further complicating their efforts to increase brand visibility.

During the critical period of the pandemic, the staff at Intuitive Health had to prioritize patient care due to the overwhelming demand for their services. While commendable, this dedication to patient care meant they had limited time and availability to dedicate to public relations efforts. As a result, it was challenging to allocate sufficient resources to PR initiatives aimed at increasing brand awareness and thought leadership.

ACCOMPLISHMENTS | Intuitive Health

TrizCom PR achieved significant milestones in raising awareness and consideration of Intuitive Health's brand and services through strategic, high Domain Authority earned media placements. By focusing on organic SEO efforts, the agency successfully increased Intuitive Health's Domain Authority by an impressive 25 points, thereby enhancing the company's online visibility and search engine rankings.

As a result of TrizCom PR's initiatives, Intuitive Health experienced a remarkable threefold increase in website visitors, demonstrating heightened interest and engagement from the target audience.

To position Intuitive Health as a thought leader in the healthcare industry, TrizCom PR identified and proactively reached out to top-tier trade and national publications, pitching compelling story ideas and securing valuable placements. The agency also submitted contributed articles to publications with high Domain Authority, further establishing Intuitive Health's expertise and credibility.

TrizCom PR worked closely with Intuitive Health's leadership team to create recurring topical thought leadership bylines, showcasing their insights and knowledge on relevant industry topics. These bylines were strategically placed in prominent publications, reinforcing Intuitive Health's position as an authority in the field.

TrizCom PR created and maintained an online newsroom for Intuitive Health and its multiple partner systems to streamline media relations efforts. This centralized hub was a valuable resource for journalists, providing easy access to company news, press releases and other relevant information.

Leveraging earned media, TrizCom PR highlighted Intuitive Health's recognitions, new location openings and company-specific news, generating positive buzz and increasing brand visibility. The agency also capitalized on current news events, tying Intuitive Health's brand into expert source positioning and establishing the company as a go-to resource for journalists covering healthcare-related stories.

Through targeted media outreach and relationship building, TrizCom PR positioned Intuitive Health's leadership team as the "go-to" industry experts and quotable sources for national, regional and hyperlocal journalists covering topics related to healthcare, emergency rooms, urgent care and dual provider models.

TrizCom PR provided comprehensive media training and developed talking points before interviews to ensure Intuitive Health's spokespersons were well-prepared for media opportunities. This proactive approach helped to optimize each interaction and effectively communicate the company's key messages.

KEY PLACEMENTS | Intuitive Health

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• CARE - 8 expert cleaning tips for keeping COVID out of your home

• ConstructionDIVE - Which Face Coverings Are Best For Preventing Jobsite Coronavirus Spread?

• Eat This, Not That! – What Your Stomach Issue Says About Your Health

• Healthcare Business Today – The Dual Care Model and the Shift to Value-based Care

• Healthline – Lysol Disinfectant Approved for Use Against COVID-19: Here’s What Else Can Work

• InsideHook - The Argument for Wearing Masks Forever

• INSIDER – Steam Inhalation: How To Use Fresh Herbs To Make Your Own Home Remedy For Congestion Relief

• MarketWatch - Here are Some Tips to Boost Your Immune System This Winter

• Massage Magazine - New CDC Guidance: Two Masks May Be Better Than One (Plus: You Can Be Confident In Using A Face Mask — If You Follow These 7 Steps)

• MSN - Expert Shopping: Disposable Face Masks

• MSN - The No. 1 Mistake You're Making When You Take Off Your Face Mask

• MSN - The Types of Stretching Fitness Experts Recommend and One They Avoid

• NBC News – How to Buy Disposable Face Masks, According to Medical Experts

• NBC WPTV West Palm Beach - How To Tell When It’s Time To Replace Face Mask

• Next Avenue – How to Boost Your Immune System This Flu Season

• Parade - Always Waking Up With a Headache? Here Are 9 Possible Causes (and How to Prevent Them)

• Parade – How to Properly Clean Your Face Mask-Face Mask Washing Tips from Dr. Oz and Other Experts

• Population Health News – How Does Overutilization of the Emergency Department Impact Population Health

• Pro Housekeepers - 7 Healthcare Experts On Staying Safe Throughout COVID-19 Pandemic

• Reader's Digest - 9 Best Face Masks for Summer

• Romper - So How Many Times Can You Wear A Cloth Face Mask, Anyway?

• Self Magazine - How to Wash Masks, According to Experts

• The Healthy – 9 Best Face Masks for Summer

• Verywell Fit - 7 Ways to Prevent Dehydration

• Verywell Health – Should You Wear a Surgical Mask on Top of an N95?

• Yahoo - The Argument for Wearing Masks Forever

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