Q&A Series

Creation of a never-been-done-before
news integration

About the Client
AdventHealth's Central Florida Division encompasses more than 20 hospitals and ERs in the seven counties in and surrounding metro Orlando. The world-class hospitals, combined with a comprehensive outpatient care network, sees millions of patient visits annually. AdventHealth Orlando — the division's flagship campus — boasts nationally and internationally recognized programs and serves as a major tertiary referral hospital for much of the Southeast, the Caribbean and Latin America. The organization has an expansive research portfolio with more than 500 clinical trials in progress. AdventHealth has a deep commitment to serving the community and has a local financial impact of more than $1 billion annually. The organization and its employees are responsible for nearly 20 percent of Central Florida's economy.

The Challenge

During the 4th wave of COVID-19, Central Florida was detrimentally impacted by the Delta variant.

AdventHealth was compelled to educate the Orlando DMA on a consistent basis regarding various topics as it pertained to COVID-19 so that the community could be informed directly from the experts on the front lines.

The Strategy

BPD created a turnkey, never-been-done-before news integration opportunity for AdventHealth with WFTV-ABC, the #1 station in the Orlando DMA.

The Q&A series aired daily, live in the early evening news for 3 consecutive weeks and featured an interview between a AdventHealth physician and veteran station anchor, Vanessa Echols. These segments were pre-recorded on the same day as they aired in effort to maintain accuracy of the information that was rapidly changing. Additionally, AdventHealth had full control of the topics discussed and questions asked.

The Results

This Q&A series featured 14 live news integrations yielding OVER 863K total impressions over 3 weeks.

Additionally, as part of the negotiated package, AdventHealth was able to share these segments on their own social media platforms, tagging both the station and the anchor, which garnered OVER 16K engagements.

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