WhiteGlove Health: Positioning a ‘Disruptive’ Health Care Pioneer in a Tumultuous Health Care Environment

WhiteGlove Health is the leading Service-Driven health care company, focused on bringing quality and affordable health care services to its members. WhiteGlove employs nurse practitioners who visit members at their home or workplace to provide primary and/or chronic care services for a flat fee, plus an annual membership cost. Despite the company’s rapid growth and highly innovative business model, WhiteGlove was not seeing the media coverage the management team hoped for. Morrissey & Company was brought in to energize the company’s media relations efforts, as well as to develop an integrated communications strategy including both earned and paid media placements. The communications efforts proved all the more pertinent as the company moved toward filing for an IPO.

Morrissey & Company’s strategy for WhiteGlove Health included a two-pronged effort to communicate WhiteGlove’s position as a disruptive and highly innovative force in modern health care, as well as to enunciate CEO Bob Fabbio’s position as a leader and pioneer in the health care world. The comprehensive approach involved pursuing placements in traditional media outlets and blogs, as well as opportunities for contributed content, speaking engagements and awards. Morrissey & Company worked to put WhiteGlove Health at the forefront of the national conversation about health care, and at a time when the health care climate is tumultuous and unpredictable. Together, Morrissey & Company and WhiteGlove drove home the message that WhiteGlove represents a new force in health care, one that can save costs and improve the efficiency of health care delivery.

Results

In just six months, the public relations team at Morrissey & Company earned WhiteGlove media placements in major outlets including CFO.com, The Washington Post, Forbes.com, HealthLeaders Media and Crain’s BtoB. Morrissey & Company also successfully positioned WhiteGlove CEO Bob Fabbio as a leading voice in health care innovation by placing him on the Health Care Tech speaking panel at the XSite 2011 Xconomy Summit at Babson College, and as the leader of a fireside chat at ACG Dallas. The firm also worked to secure print advertising placements for WhiteGlove in the Boston Globe and broadcast advertising during WBZ-FM’s morning drive time. Morrissey & Company continues to support WhiteGlove on all communications fronts as the company moves toward its IPO.