Evolving the Message: How a Strategic PR Framework Continues to Fuel Avel eCare’s National Growth

When it comes to telling your story, timing, targeting, and tone all matter. But what matters more is having a strategy that makes every message work harder, one that aligns public relations with marketing efforts and business goals. That’s the approach we took with Avel eCare: crafting a strategic PR and communications flywheel designed to support national visibility, regional relevance, and sales team success.

Aligning the Flywheel

At the core of our work with Avel is what we call the Communication Flywheel—a framework that keeps momentum building by layering marketing messages with strategic public relations.

• Marketing messages spark interest by targeting key audiences through digital, video, and traditional media channels.
• PR builds trust and credibility, extending those same messages into earned media placements, interviews, and thought leadership.
• Sales engagement reinforces the message through personal outreach and presentations, supported by the visibility and brand authority generated upstream.
• Measurement and feedback then fuel the next cycle, refining both marketing and PR messaging based on media performance and market reception.

The result? A cycle that keeps getting stronger and more aligned with Avel’s growth strategy.

A Strategy Grounded in Expansion

Avel eCare is growing rapidly. With new partnerships and a push into new territories, they needed more than a campaign. They needed a strategy.
Our objective was twofold:

• Position Avel as the national leader in telemedicine by highlighting real impact, clinical credibility, and innovation.
• Support regional sales efforts by raising awareness in new markets, tailoring messaging to local relevance, and establishing a trusted presence in healthcare media outlets.

Rather than chasing headlines, we focused on building stories that matter:

• Human-centered features that highlighted Avel’s impact on rural hospitals, EMS teams, and behavioral health
• Executive thought leadership that positioned Avel as a trusted voice in policy, technology, and workforce challenges
• Media engagement around events, announcements, and strategic partnerships that moved the needle for both brand recognition and business development

National Reach, Local Relevance

We approached PR through two parallel tracks:

• National Distribution and Measurement: We leveraged trusted wire services and media databases to push priority stories nationwide, monitoring placement, reach, sentiment, and estimated value.
• Regional Media Engagement: In key growth regions, we pitched directly to local health reporters, business publications, and trade outlets. When appropriate, we facilitated interviews, editorial meetings, and follow-up support.

This hybrid approach has delivered tangible results. In just six months, Avel saw:

• 400+ media mentions across national and regional outlets
• $3.6 million in earned media value
• A substantial lift in brand visibility in targeted regions

Strategy > Tactics

The most important takeaway? This wasn’t a matter of one press release or one big placement. It was strategy in motion: a flywheel that aligned messaging across marketing, PR, and sales.

By understanding Avel’s business goals, audience priorities, and regional growth objectives, we were able to create a PR plan that didn’t just inform—it performed.

Telling Your Story, the Right Way

We don’t believe in one-size-fits-all PR. We believe in storytelling that works in tandem with your business strategy.

At HenkinSchultz, we tailor your message, identify your ideal audience, and put a strategy behind every word—so your story reaches further, resonates deeper, and supports results across every department.

Whether you’re a growing company like Avel or a brand ready to refine your national narrative, we’re here to help craft and carry your message.

Let’s tell your story—strategically.