At a glance
The challenge
In a crowded memory-care market, Glass Peaks needed to humanise its employer brand and stand apart from “corporate” care-home messaging.
What we did
Produced a People Worth Caring About episode around caregiver Lavida and pitched the story to McKnight’s and local media.
The asset
A 17-minute film and a 5-minute edit that serve recruitment, sales and grant writing, backed by targeted press outreach.
An Introduction to Peter Murphy Lewis and Strategic Pete
Peter Murphy Lewis is the visionary behind Strategic Pete and a seasoned Fractional CMO specializing in content-driven growth and digital PR. With over a decade of experience leading marketing teams at agencies and in-house, Peter has honed a strategic approach that blends deep storytelling expertise with data-backed optimization. He is also the host of LTC Heroes, the leading podcast in long-term care, where he amplifies the voices of healthcare innovators and facility leaders.
Healthcare PR Track Record
- EHR-Software Client Success
- Secured multiple feature stories in McKnight’s Long-Term Care News, positioning the client as a thought leader in electronic health record implementation.
- Leveraged front-page placements to accelerate demo requests by 40% within two months.
- Digital PR Strategy That Converts
- Designs outreach campaigns that prioritize high-authority industry outlets and mainstream business media, ensuring coverage resonates with both professional peers and prospective patients’ families.
- Integrates earned media placements directly into recruitment collateral, sales decks, and grant proposals to maximize impact and ROI.
Together, Peter’s hands-on PR expertise and Strategic Pete’s full-funnel content capabilities form the foundation for turning front-page mentions into measurable financial gains for healthcare institutions.
Challenges Healthcare Institutions Face When It Comes to Digital PR
The long-term care and memory-care sectors face an increasingly crowded communications landscape. With dozens of facilities vying for attention, most marketing efforts feel interchangeable—and fail to build the emotional trust that motivates both prospective residents’ families and top-tier caregiving talent.
One of the healthcare institutions we worked with was Glass Peaks Senior Living. They needed to:
- Humanize its employer brand in a way that resonates with experienced caregivers.
- Differentiate its mission and culture amid a wave of “corporate” care-home messaging.
- Create assets that could serve recruitment, sales, and grant-writing needs over time.
Using the above, we can deduce the client’s goals to be:
- High-Visibility Media Coverage: Secure credible placements in both industry-specific and general-interest outlets to boost brand awareness.
- Recruitment Pipeline Growth: Attract a stronger pool of qualified caregiver applicants by showcasing authentic, human-centered storytelling.
- Evergreen Content Creation: Develop a re-usable documentary asset that could be deployed across digital channels, integrated into sales presentations, and cited in grant proposals—maximizing ROI from a single production effort.
The Idea Behind ‘People Worth Caring About’
“People Worth Caring About” is a documentary-style storytelling series designed to spotlight the extraordinary caregivers who bring compassion and humanity to long‑term care. Instead of traditional marketing messages, each 20-minute episode captures unscripted, authentic moments, framing caregivers as the heart of an organization’s mission.
Purpose & Applications
- Recruitment: Showcase real-life caregiving culture and values to attract experienced, mission-driven talent.
- Sales & Marketing: Build emotional rapport with prospects and referral partners by illustrating the facility’s commitment to person‑centered care.
- Evergreen Asset: Repurpose episodes across multiple channels—website feature sections, social media campaigns, email newsletters, live events, and grant applications—to extend shelf life and maximize ROI.
Production Team & Methodology
- Filmmaker Leadership: Crafted cinematic narrative arcs (beginning, middle, end) and ensured professional lighting, sound design, and editing quality.
- 20-Person Marketing Team: Aligned messaging with organizational goals, planned distribution strategies, and coordinated press outreach.
- On-Site Filming & Interviews: Conducted in-depth, unscripted interviews with caregivers in real working environments to capture genuine stories.
Signature Elements
- Authentic, Unscripted Moments: No teleprompters—caregivers speak from the heart in their actual work settings.
- Strong Narrative Arc: Each episode follows a clear story structure—introducing the caregiver, highlighting challenges and triumphs, and ending with a compelling call-to-action.
- Cinematic Production Values: Professional-grade filming, lighting, and sound ensure emotional stories are delivered with polish and credibility.
Here’s the final 17-minute video for Glass Peaks Senior Living:
Episode Spotlight: Glass Peaks Senior Living
Glass Peaks Senior Living is a memory-care facility located in Toledo, Ohio, known for its holistic, person-centric approach to long-term care. Serving a community of residents with Alzheimer’s and related dementias, the facility emphasizes emotional well-being alongside clinical excellence.
Lavida, a veteran memory-care caregiver, embodies Glass Peak’s mission: restoring residents’ dignity and joy through everyday moments.
Implementation
- On-Site Filming: Captured Lavida in her daily routines—morning greetings, activity sessions, and one-on-one conversations—to showcase authentic caregiver-resident bonds.
- In-Depth Interviews: Conducted candid discussions with Lavida about her motivations, challenges, and triumphs, weaving her personal narrative into the broader facility story.
- 5-Minute Edit: Produced a concise, emotionally engaging episode designed for easy sharing and repeat viewing.
- Press Outreach Coordination: Targeted both healthcare-specific outlets (e.g., McKnight’s Long-Term Care News) and mainstream local media to maximize visibility.
Want proof before a retainer? Our First Placement Program earns you one real media placement in four weeks.
