Riverside Health System

Timely Thought Leadership Elevates Health System as Vaccine Vanguard

Achieving First Mover Status as Trusted COVID-19 Vaccine Distribution Resource


  • Strategy

  • Media Relations

  • Thought Leadership

  • Reputation Management


With pending FDA approvals and numerous consumer questions, Riverside Health System sought to establish regional leadership status and credibility for their COVID-19 vaccine distribution efforts in a competitive landscape.


In a crowded market with other health systems vying for similar megaphones, media coverage favors urgency and authority, especially during times of uncertainty when consumers are seeking reliable information and news of positive progress.


Anticipating FDA clearance news, MERGE prepared key messages and a media strategy that drew on a combination of timeliness and expertise. When the first FDA approval was announced, MERGE immediately sprung into action, aggressively getting in front of target media who were in need of expert sources on the topic.


In a four-week timeframe, the media outreach, interviews and resulting coverage established Riverside as the leader and most reliable source in a competitive healthcare market, elevating awareness and credibility on both a regional and national scale. The volume of coverage educated Riverside team members and patients, building community trust in the safety and efficacy of the vaccine.



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