Evolent Health was formed to help health systems transition to value-based care, which aims to improve outcomes while lowering costs. In 2013, Evolent received $100 million in funding, highlighting investor support for value-based care. Evolent's media strategy was to define value-based care for non-experts, position itself as a leader in this area, and build long-term relationships rather than seek quick coverage. This approach resulted in 29 stories about the funding and discussions of value-based care that extended beyond the initial news cycle.

1. Evolent Health: Overview
• Evolent Health was formed to meet the needs of a strained U.S. health
care system—a system ready yet struggling to evolve toward value-
based care. That is, care that improves health outcomes while lowering
costs. Purpose-built to create clinical value and sustained growth,
Evolent has emerged a leader in helping premier health systems make
the momentous shift from volume-based to value-based care.
• On September 30, 2013, Evolent Health announced that it had secured
$100 million in Series B funding, an unprecedented sum for an early
stage health care start-up.
• The funding announcement provided a platform to introduce Evolent
Health to a broader audience and emphasized the importance
investors and stakeholders are placing in the transition to value-based
care.

2. Evolent Health: Primary Objectives
• Educate business and healthcare industry media on
Evolent Health’s model and demonstrate the company’s
leadership in the space
• Clearly define value-based care for non-industry experts
• Articulate patient outcome and economic benefits of
transitioning to value-based care

3. Evolent Health: Media Strategy
Strategic Approach
• Redefine the conversation
• Lead with Evolent Health’s
financing/business story to enter
conversation but educate onvalue-based
care to broaden the reach and impact of the
story
• Prioritize long term relationship building
over quick hit coverage
• Identify value-based care advocates that
can speak to the impact on patient care
and physician experience
Challenges
• Value-based care is a complex topic that
encompasses medical, political and
economic storylines and stakeholders
• Story falls between traditional news beats
• As a relatively young company, many
reporters were not familiar with Evolent
Health and what the company offers
• Due to significant political coverage of
ACA, there are many preconceived notions
and misinformation on what value-based
care is and the impact it can make on
healthcare

4. Evolent Health: What We Achieved
• Intensive outreach to over 100 reporters,
including business, healthcare trades,
digital health trades and local outlets
• Established relationships with key
influencers leading to coverage beyond
financing announcement
• 29 stories covering financing
announcement during a news cycle
saturated with ACA coverage
• Coverage extend beyond the initial news
cycle including articles that posted over
one month post-announcement
• In just one week after the financing
announcement, 278 tweets about
Evolent Health reached over 1 million
followers
“Hospitals and healthcare providers will
rely upon Evolent to help them adjust to
(Obamacare).”
- In the Capital
“Evolent Health Inc. is ready to be big.”
- Washington Business Journal
“Evolent has aligned its messaging
with the goals of the ACA”
- VentureBeat