Context
Founded in 1976, Medifice is a Quebec-based company known for developing meaningful construction projects that have a lasting impact on communities. In 2025, the company completed the Pavillon de soins palliatifs et de fin de vie (Palliative and End-of-Life Care Pavilion), an ambitious $8 million project developed in collaboration with healthcare and community partners in the Lanaudière region.
The Pavilion was designed to expand access to palliative and end-of-life care at a time of growing demand for these services in Quebec. Its official inauguration in August 2025 represented an important milestone.
Against a media backdrop marked by shrinking newsroom resources and heightened attention to medical assistance in dying (MAID), the communications challenge was to secure meaningful, nuanced coverage while conveying the human impact of the project.
The communications objectives were to:
- Position Medifice as a key player in the healthcare sector, actively contributing to Quebec’s local economy and healthcare system.
- Highlight Medifice as a company that stands alongside the community, putting people at the heart of its decisions.
- Build pride and engagement among the Pavilion’s partners, supporters and future employees, ahead of its transfer to the CISSS of Lanaudière.
Our mandate
Capital-Image developed an integrated communications strategy combining proactive media relations, strategic counsel, event support and digital amplification.
A bilingual press release and comprehensive media materials were developed to provide journalists with the context needed to understand the Pavilion and the broader issues surrounding palliative and end-of-life care. Media outreach began ahead of the August 28, 2025 inauguration, with embargoed interviews coordinated to accommodate journalists who could not attend the event in person. Following the inauguration, the press release and official photo were distributed over the newswire, supported by targeted outreach and targeted follow-ups.
As the project evolved, Capital-Image also provided strategic and logistical support for the inauguration, including event coordination, emceeing the ceremony, drafting official remarks and coordinating the participation of key partners and stakeholders. The involvement of senior government and healthcare representatives added another layer of complexity, requiring careful alignment of messaging and media expectations.
To extend the Pavilion’s visibility beyond traditional media, Capital-Image also developed a turnkey communications toolkit for partners and stakeholders. Suggested social media copy, visuals, hashtags, official photos and a publication calendar helped amplify the announcement across LinkedIn, Facebook, Instagram, newsletters and websites while maintaining consistent messaging.
Results
Capital-Image’s efforts generated significant media and communications results, both in terms of reach and quality of messages.
Media Coverage and Reach
In total, the media outreach surrounding the inauguration of the Palliative and End-of-Life Care Pavilion generated more than 12.5 million media impressions in a single week, demonstrating exceptional reach across Quebec and Canada.
The story was covered by 19 distinct media outlets, including national, regional and specialized media in both French and English, ensuring broad and diverse exposure for the campaign’s key messages.
Quality of Coverage
The campaign achieved a media coverage quality score of 85 out of 100, reflecting the strong strategic value of the coverage secured. Key contributing factors included:
- coverage by leading media outlets;
- prominent visibility for the project in headlines and editorial angles;
- substantial inclusion of key messages;
- the use of quotes from interviews and the press release;
- overall positive sentiment; and
- the inclusion of visuals, including photos and television reports.
Interviews and Media Coverage
The interview strategy resulted in 5 media interviews with national and regional outlets in both French and English, including Le Devoir, TVA, The Canadian Press et CTV News. Four of the five interviews were conducted on the day of the inauguration, helping secure timely coverage despite the logistical challenges associated with media travel.
On-Site Media Presence
Five outlets covered the inauguration in person. In total, 5 spokespeople participated in media interviews, providing a range of perspectives and contributing to a credible, multidimensional positioning of the project.
French-Language Media Coverage
English-Language Media Coverage
Conclusion
Through an integrated approach combining media relations, strategic counsel, event logistics and digital amplification, Capital-Image helped make the inauguration of the Palliative and End-of-Life Care Pavilion a prominent media and communications success. The mandate helped position Medifice and its founder, Marcel Landry, as committed, credible and people-focused leaders, while highlighting the exceptional collaboration that made this essential project for the Lanaudière community possible.