Case Study

Swedish Medical Center

Swedish Medical Center is the largest, most comprehensive, nonprofit health care provider in the Greater Seattle area.


  • Swedish is home to Northwest’s leading robot-assisted surgery program, and its doctors are often called on to train others on the technology.
  • The organization needed a creative public relations campaign to garner new exposure for the program.


  • Hosted a live surgery on Twitter: included minute-by-minute details of the procedure, descriptions of the operating room, photos and comments from the doctor.
  • Leveraged Swedish’s Twitter following to maximize exposure, amplify the story and elevate the institution’s reputation among new audiences.
  • Established a hashtag to monitor Twitter conversations.
  • Conducted an aggressive media relations campaign to gain new exposure for the robust robot-assisted surgery program.
  • Partnered a robot-assisted prostate cancer surgeon with a local celebrity chef and hosted a speaker’s series offering eating tips and recipes for keeping your prostate healthy.


  • Conversations about the surgery lasted 36 hours and reached more than 83,000 people.
  • Social media made an old story new again – sparking media coverage on local television stations and several print, online and radio outlets.
  • A doctor appeared on KING 5 TV (NBC-Seattle) and peeled a grape using the surgery robot to show the device’s accuracy and precision.
  • Hosted a media tour of the world’s first operating room tailored to the new da Vinci robot and secured more than 7 million PR impressions for the program.

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