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ArcPoint Strategy - Healthcare Campaign

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Company: ArcPoint Strategy, Belmont, MA
Company Description: ArcPoint Strategy advises senior executives on how to effectively, and efficiently, use communications resources to achieve their business goals. Whether designing a public relations strategy or building a content management program, ArcPoint helps management teams refine their communications objectives, define their story, and build platforms for thought leadership.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Healthcare

Nomination Title: Advocating for America's Unsung Heroes, the Family Caregiver

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Family caregivers are the unsung heroes of the U.S. healthcare system. Often unpaid, more than 44 million Americans take care of loved ones with critical diseases at home, providing services that the RAND Corp. estimates are valued at about $520 billion per year. The dedication of this silent army is becoming increasingly critical amidst a perfect storm of challenges for the U.S. healthcare system: the country’s aging demographics are contributing to cost increases at an accelerating rate, exacerbated by rising incidences of complex diseases such as Alzheimer’s.

Seniorlink Inc. is a Boston-based company that has championed family caregivers for almost two decades. The company developed a unique intensive in-home care program that connects caregivers with dedicated teams of trained clinicians so that they receive the advice and support they need to sustain themselves and effectively care for their loved ones.

The company then applied its experience to develop a proprietary technology that could support caregiving at scale. Its efforts proved groundbreaking for the healthcare industry: A recent study of more than 2,000 Seniorlink patients found that engaged family caregivers, supported by professional care teams and technology, led to 85 percent fewer falls, 32 percent fewer inpatient hospitalizations, and overall healthcare savings of about $3,000 per patient.

Seniorlink refined the technology solution to create the first, and only, care collaboration platform that fully integrates the family caregiver in a patient’s care team. Named Vela, the technology connects professional care providers such as nurse case managers, care coordinators, patient advocates and pharmacists directly with patients and family caregivers to provide coaching, insights and support — replacing outdated and fragmented care coordination methods, such as telephone calls and SMS messages, with a single, centralized, HIPAA-secure communication platform. It is currently being piloted with payers across the U.S.

Seniorlink hired ArcPoint Strategy to create a multi-faceted public relations campaign that would achieve multiple objectives: Support the company’s advocacy efforts for family caregivers and help give this group the recognition they deserve in the healthcare system; launch Vela and support efforts to expand use of the technology in care collaboration settings; and share the experience and expertise of the senior management team who developed this technology-enabled health services solution with vision and a strong sense of purpose for improving the quality of life for our most vulnerable populations.

AcrPoint Strategy launched a thought leadership-driven PR program over the past 12 months that has reached a uniquely diverse set of mainstream and industry media outlets across the U.S. The campaign has generated over 22 placements with unique visitors totaling at least 55 million in a combination of print, broadcast and executive visibility bookings at high-profile conferences. Headline-leading commentaries included a byline in US News & World Report by Chief Executive Thomas Riley entitled, “The Great Caregiving Comeback,” and another on WBUR’s CommonHealth outlet called, “Family Caregivers, Whose Labor Is Valued at $500B, Are Finally Gaining More Formal Notice.”

Additional coverage included stories in the Boston Business Journal, Fierce Healthcare, CBS MoneyWatch, CIO Review, The Atlantic Pulse Conference, McKnight’s Senior Living, the Providence Journal, Stria Healthcare, and the New Haven Register, among others.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Christine Dunnis an award-winning media strategist with more than two decades of experience working in the highest levels of journalism and corporate communications. She is founder and President of ArcPoint Strategy, which offers advisory services in strategic marketing, communications and executive development to senior executives.

Ms. Dunn honed her media strategy skills at Bloomberg News, where she worked for more than a decade as a multimedia reporter, editor and senior manager. Leadership roles included leading the North American Consumer/Retail Team, the Mutual Funds team, spearheading the Education Team, and serving as Boston Bureau Chief.

A longtime advocate of education, Ms. Dunn serves on the Advisory Board of Tufts University's Entrepreneurial Leadership Program and on the Board of Trustees for the Judge Baker Children’s Center.