VISITING NURSE SERVICE OF NEW YORK

CHALLENGE
The Visiting Nurse Service of New York (VNSNY) is the nation’s largest not-for-profit home- and community-based health care organization, delivering a full range of home health care services to more that 65,000 New York area residents daily. Despite 120-years of industry leadership and innovation, few reporters (and even fewer consumers) could distinguish VNSNY from the “alphabet soup” of “VNS” or “VNA” home care organizations. As agency of record, King + Company set out to conquer misperceptions and raise awareness among homebound New Yorkers and their families, and position the venerable organization as an innovative and essential and force delivering the gold standard in home health care.

STRATEGIES
Our team unearthed the gripping stories of nurses, social workers and other unsung heroes at VNSNY and leveraged regional print and broadcast media to chronicle the life-changing impact they have on their patients’ lives. Knowing that many New Yorkers are part of the “Sandwich Generation,” caring for aging parents as well as young adults at home, we worked with VNSNY to create a series of educational community workshops that elected officials can offer their constituents. KCo also secured national platforms to showcase VNSNY experts and leaders.

RESULTS
Since we began our partnership with VNSNY in 2006, our King + Company public relations program has helped to completely change the conversation on home health care in New York City and New York State. Consumer awareness increased by more than 200 percent with frequent in-depth media coverage in outlets such as The New York Times, ABC World News with Diane Sawyer, Good Morning America, CNN, NPR, New York Daily News, New York Post, ABC 7, CBS 2, NBC 4, FOX 5, News 12, WNYC, and others.

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