Case study: healthcare public relations
Shekinah Global Healthcare Foundation: National Coverage for a Surgical Mission
Shekinah Global Healthcare Foundation is a U.S. based nonprofit that runs free surgical missions in Nigeria. We built a press campaign around its founding surgeon that produced national wire coverage, a Tampa Bay broadcast feature and a podcast placement ahead of its September 2026 mission.
- 12+ media and wire pickups
- 2 releases published on AP News
- FOX 13 broadcast feature, syndicated to Yahoo News and AOL
At a glance
Case study summary
| Specialty | Global health and surgical missions |
|---|---|
| Client type | U.S. based nonprofit foundation |
| Services used | Healthcare public relations, national wire distribution, media relations and journalist outreach, healthcare storytelling, donor appeal communications |
| Timeline | July 30, 2026 releases; August 2026 broadcast feature; September 16, 2026 podcast; mission September 20 to 26, 2026 |
| Primary results | 12+ media and wire pickups, 2 AP News releases, 1 broadcast feature |
The opportunity
The foundation was founded by Dr. Adeolu Adeboye, a trauma and general surgeon at HCA Florida Bayonet Point Hospital. Its missions bring together about 50 physicians and more than 100 volunteers with partners including Pro Health International and Americares.
A mission to Ibadan, Nigeria was set for September 20 to 26, with donations and volunteers needed before departure. The foundation’s story was powerful and largely untold, which created a clear opening to build a body of national coverage in a short window.
Strategy
Lead with the surgeon
The campaign centered on Dr. Adeboye and his work, a human story journalists can cover, rather than on the organization alone.
Wave one: national wire
National wire distribution with a donor appeal to establish credible, searchable coverage.
Wave two: local broadcast
Direct outreach to Tampa Bay broadcast journalists, built on the coverage from wave one.
Every placement converts
Each placement linked back to the donation path so attention turned into support.
Press
Coverage earned
Selected placements from the campaign and from other client news work.
| Date | Outlet | Type | Coverage |
|---|---|---|---|
| August 2026 | FOX 13 Tampa Bay | Broadcast feature | Bay Area trauma surgeon’s medical mission to Nigeria |
| July 30, 2026 | AP News | Newswire release | Shekinah Global Healthcare Foundation mission announcement |
| July 30, 2026 | AP News | Newswire release | Shekinah Global Healthcare Foundation donor appeal |
| September 16, 2026 | SurgeonMasters Podcast | Podcast placement | Dr. Adeolu Adeboye on purpose and surgical missions |
| February 25, 2026 | CB Herald | Earned pickup | Formation of Innovative Health ACO |
| September 2025 | AP News | Newswire release | GreenTree Family Medicine opens in West Palm Beach |
| 2025 | The Florida Herald | Earned pickup | FLAACOs 2025 annual fall conference |
Results and metrics
- 12+
- Media and wire pickups across the campaign.
- 2
- Releases published on AP News (July 30, 2026).
- 1
- Broadcast feature on FOX 13 Tampa Bay, syndicated to Yahoo News and AOL.
Lessons for other practices
Journalists cover people before they cover organizations. Sequencing matters: wire coverage gives local reporters something credible to point to. And every placement should lead somewhere useful, whether that is a donation page, a booking page or a physician profile. Velocity continues to run public relations for the foundation.
Client perspective
In Dr. Adeboye’s words
I’ve had an excellent experience working with Justin and Velocity Revenue Partners. From the beginning, Justin has been professional, responsive, proactive, and genuinely invested in understanding our organization and the mission behind our work.
What has impressed me most is that Justin approaches our work as more than just another client engagement. He has become genuinely invested in the mission of Shekinah Global Healthcare Foundation and in helping us reach more people. He has even gone above and beyond by using a portion of his own retainer toward additional publicity for our upcoming medical and surgical mission. That spoke volumes to me about his commitment to the work and the kind of person he is.
Justin is also a strategic thinker. He doesn’t simply execute tasks; he looks for opportunities to strengthen our message, expand our visibility, and get our story in front of the right audiences. His efforts have already helped create meaningful media coverage, interviews, and opportunities for us to share our mission more broadly.
He is hardworking, creative, easy to communicate with, and consistently follows through. I’m very pleased with our experience and would highly recommend Justin and Velocity Revenue Partners to anyone looking for a marketing partner who combines strategy and professionalism with genuine personal investment…
Methodology
Pickup counts come from wire distribution reports and published coverage. Placement dates and links are listed above so each item can be checked. Velocity also built Dr. Adeboye’s personal brand website; see the Dr. Adeolu Adeboye case study.
Services
Services used for Shekinah Global Healthcare Foundation
Healthcare Content Marketing
Editorial strategy, clinically reviewed content and repurposing workflows that build expertise signals and patient trust across search and social.
Reputation Management
Review generation, monitoring and HIPAA-conscious response workflows that help practices earn an accurate, current reputation on the platforms patients check.
Healthcare Branding
Positioning, naming, identity systems and brand architecture for practices, physician groups and healthcare organizations that are growing or combining.
Next step
Have a story worth telling?
Schedule a healthcare growth consultation to talk through physician visibility, earned media and how coverage can support patient growth.