Raising Awareness for Telehealth Startup, Plume
Plume, the leading telehealth provider for transgender healthcare, is a company built by trans people for trans people. As the company looked to expand its presence in the U.S., SourceCode was tasked with developing and executing an earned media strategy to increase Plume’s brand awareness, specifically amongst the transgender community.
107
Media Placements
42.5%
Increase in Share of Voice
Challenge
Develop and execute an earned media strategy to increase general brand awareness for Plume, specifically amongst the transgender community
Solution
Created a comprehensive multi-prong media relations strategy to ensure a consistent cadence of media coverage. Developed a 12-month proactive pitch calendar to insert the brand into key cultural moments such as Mental Health Awareness Month and International Day of Trans Visibility, crafted varied pitch angles to hit all relevant media verticals: health trades, LGBTQ+ media, local, business. We also spotlighted patient stories to humanize Plume and showcase the personal stories behind their impact and amplified momentum moments and milestones for the brand around its expansion and roll out of services in new markets. We complemented proactive outreach with reactive newsjacking around key moments such as the anti-Trans bills and also highlighted Plume’s co-founders and founding story to break into business press.
Results
- 107 placements (including syndications) over 6 months in key pubs such as Fierce Healthcare, Livestrong, Houston Chronicle, NPR, PopSugar, CNBC: The News with Shepard Smith
- Secured a feature story in Business Insider highlighting the company’s co-founders and mission
- Increased the SOV by 42.5% increase, Q3 2021 to Q2 2022
- Secured Co-founder, Dr. Jerrica Kirkley, a spot on 2022 Inc. Female Founders 100 list, Plume’s CEO, Matthew Wetschler, a speaking opportunity at HLTH 2022, in addition to the company on LinkedIn’s Top Startups list for 2022
