Case Study: UMass Memorial Health Care achieves 100+ “good news” stories and expanded media reach with Cision Communications Cloud

UMass Memorial Health Care Gets More Attention for Good News Stories With Help From Cision Communications Cloud™

UMass Memorial Health Care, the largest employer in Central Massachusetts and the clinical partner of UMass Medical School, runs four acute-care hospitals and the region’s only academic medical center. Facing a crowded Boston media market, the communications team needed to surface and promote patient-focused “good news” stories — with a goal of 100 per year — and be prepared to respond quickly when reporters showed interest.

By adopting Cision Communications Cloud to research and target reporters, distribute wire releases, monitor coverage and source journalists, the team streamlined PR workflows and subject-matter expert preparation. The effort reached the 100-story goal before summer 2017, produced high-profile pickups (Boston Globe, Boston Business Journal and trade publications), and improved geographic influencer targeting, cross‑functional story ideation and overall coverage reach.

UMass Memorial Health Care

Tony Berry

Senior Director of Media and Public Relations