Situation

After 34 years in practice in Marrero, Dr. Paul Harch launched Harch Hyperbaric Oxygen Therapy Clinic on Division St. in Metairie. The move placed the clinic at the center of the metro region, better enabling patients from across southeast Louisiana to access hyperbaric oxygen therapy (HBOT). Dr. Harch partnered with Gambel Communications for a grand opening and ribbon cutting announcing the move. 

Strategy

In partnership with Dr. Harch, Gambel Communications developed a campaign whose goal was to increase positive public awareness for the new clinic and its unique program. The campaign’s success would be measured by attendance at the event and media attention to the value of hyperbaric treatment. 

The strategy included an orchestrated event plan for the open house itself, community connections to encourage attendance, as well as media relations leading into the event, on-site during the event and post-event coverage. 

Utilizing the key messages and agreed upon timeline, Gambel Communications planned the event, selected and coordinated details with all event vendors and pitched media at strategic points in the campaign. First, the team worked with Dr. Harch to determine a date for the event, predicated on best estimates for substantial completion of construction, fixtures, furnishings and equipment at the new location. Once the timeline and construction were addressed, the team next employed vendors that could transform the new space into a highly festive setting with fine food, light libations and live music by a local harpist, lending an air of sophistication. 

Recognizing the need to introduce Dr. Harch and his clinic to the local community, Gambel Communications facilitated membership to specific community and business organizations

With ready-to-use story packages including photos and video of the new location and a brief about the HBOT equipment, the Gambel Communications team honed in on media outlets that could showcase patient impact stories, the impact on the business community and establishing Dr. Harch as a medical thought leader.

Results

The Harch Hyperbarics open house and ribbon cutting succeeded in its aims to present a lively, upscale launch event attended by more than expected and shared via mass media.  

As a direct result of Gambel Communications public relations counsel, more than 200 people attended the opening event, and the HBOT name, image and key messages were consistently covered in local media leading into and after the press conference. Coverage of the patient story on local CBS affiliate WWL-TV was picked up by other outlets, extending the reach of this news to other markets for an estimated total viewership of 1,913,837. 

Story placements were secured on the following networks:

• Biz New Orleans

• WWL-TV

• WCNC

• The Hinterland Gazette

• American Holistic Healthcare readership

• Houston News Service

• Archytele