Establishing an Annual Conference Media Campaign


 

Client
Society for Simulation in Healthcare (SSH)
Overview
In January 2016, SSH held its annual conference, the International Meeting for Simulation in Healthcare, in San Diego, California. The meeting demonstrates how simulation-based education advances the medical profession.

The Gavilan team invited media to a live event–an active shooter drill at a nearby production studio–to demonstrate the importance of simulation training. Multiple media outlets covered the event and interviewed key SSH experts.

Strategy
The Gavilan team identified various media in the San Diego region who cover health, science, technology and medical advances. With concentrated outreach to print, broadcast, and online reporters, we successfully achieved coverage. In addition, the Gavilan team:

+ Trained SSH media spokespersons.

+ Drafted interview message points.

+ Wrote and distributed press releases.

+ Contacted reporters and arranged interviews.

Result
San Diego-area television and print reporters covered IMSH, exploring the IMSH Exhibit Hall, attending the active shooter drill and interviewing SSH leadership. Sample placements included:

+ CS 6 San Diego, 1/16/16

+ NBC 7 San Diego, 1/17/16

+ NBC 7 San Diego, 1/19/16

+ San Diego Union Tribune, 1/24/16

+ Medical Training Magazine, 2/16: SSH President Interview

+ Medical Training Magazine, 2/16: IMSH 2016: A Strong Overseas Based Exhibitor Presence, Innovation and Sights on Patient Safety

+ San Diego Business Journal, 3/21/16: Preparing for the Unpredictable

Client

Society for Simulation in Healthcare (SSH)

Overview

In January 2016, SSH held its annual conference, the International Meeting for Simulation in Healthcare, in San Diego, California. The meeting demonstrates how simulation-based education advances the medical profession.

The Gavilan team invited media to a live event–an active shooter drill at a nearby production studio–to demonstrate the importance of simulation training. Multiple media outlets covered the event and interviewed key SSH experts.

Strategy

The Gavilan team identified various media in the San Diego region who cover health, science, technology and medical advances. With concentrated outreach to print, broadcast, and online reporters, we successfully achieved coverage. In addition, the Gavilan team:

+ Trained SSH media spokespersons.

+ Drafted interview message points.

+ Wrote and distributed press releases.

+ Contacted reporters and arranged interviews.

Result

San Diego-area television and print reporters covered IMSH, exploring the IMSH Exhibit Hall, attending the active shooter drill and interviewing SSH leadership. Sample placements included:

+ CS 6 San Diego, 1/16/16

+ NBC 7 San Diego, 1/17/16

+ NBC 7 San Diego, 1/19/16

+ San Diego Union Tribune, 1/24/16

+ Medical Training Magazine, 2/16: SSH President Interview

+ Medical Training Magazine, 2/16: IMSH 2016: A Strong Overseas Based Exhibitor Presence, Innovation and Sights on Patient Safety

+ San Diego Business Journal, 3/21/16: Preparing for the Unpredictable