Shields Health Care Group: Protecting Market Share

Shields Health Care Group, New England’s premier diagnostic imaging services provider, came to Morrissey & Company as a flourishing business. Its featured service, diagnostic scanning, was a success, increasing nearly 90 percent in a single year. But the company recognized that its early adopter advantage was threatened by the spread of diagnostic and imaging technology throughout the medical value chain. Hoping to solidify its reputation as the highest quality service available, Shields retained Morrissey & Company to help promote the company’s expertise and to launch its Shields CT Plus service.

The program included:

• Creating positive visibility for Shields CT Plus by emphasizing the medical value of the scan among influential media.
• Developing a thorough, consistent and focused broadcast and print media outreach campaign.
• Seizing opportunities for Shields’ executives to provide expert analysis of developments and issues within the imaging field.

Results

Morrissey & Company’s program secured placements in The Boston Globe, Los Angeles Times, and The New York Times, among others. Broadcast coverage highlights included a 30-minute feature show, dubbed “The Fountain of Youth,” highlighting the preventative benefits of Shields CT Plus, as well as a nightly segment on WLVI-TV’s “HealthWatch” that featured Shields CT Plus. The agency also helped prevent Shields from being named in an ABC-TV “20/20” program examining the controversial aspects of full body scans.