Healthcare Services
Business maturity stage
Grow
Primary business outcome
Sustain profitable growth
Delivered by
120/80
Business
Challenge
As Cityblock was in the process of finalizing the acquisition of Homeward Health and a fundraise, the news leaked publicly, stripping the eventual “news value.”
Integrated
Solution
Given the leak, the complexity of the deal as it related to Cityblock’s growth strategy, and the opportunity, for the first time, to outline the company’s AI strategy, Cityblock decided to take control of the narrative by announcing it themselves through a CEO blog post. To ensure the news still reached target audiences, the team built an amplification strategy that included traditional broad media outreach as well as a Key Opinion Leader (KOL) amplification strategy, engaging financial analysts, board members and investors to develop long-form LinkedIn posts with their own POVs on the deal, linking back to the blog post.
Result
Cityblock announced the Homeward acquisition and $116M Series E on its own terms. Most notably, General Catalyst CEO Hemant Taneja, the round’s lead investor, published his own long-form POV linking to the announcement, and the team engaged the Health Tech Nerds team for a livestreamed 1:1 conversation with Kevin O’Leary the same day the blog post published. Engagement data on Cityblock’s own announcement post also showed top health plans and investors among the most active audiences. The result was broad, multi-narrative, multi-channel coverage and support.
