C-Suite Health IT Survey Earned Media
Challenge
Intrado was looking to build thought leadership in the healthcare marketspecifically in the health IT and technology sectors, which are both very niche and competitive.
Solution
To reinforce the organization as the leading, technology-enabled patient engagement platform, we curated a strategic media outreach strategy. This involved our proven earned media approach, which involves a deep analysis of industry trends in order to present thought leadership opportunities for Intrado executives and subject matter experts. We also supported an industry survey resulting in proprietary insights of value to trade press.
Results
Our first campaign was ongoing, consisting of researching competitive industry trends and conducting interviews with subject matter experts within the client’s leadership team. This allowed us to leverage Intrado’s executive visibility when pitching the media. In addition to getting these executives in top-tier publications, we also obtained bylined and authored articles for our client. The second campaign revolved around the survey we cultivated and delivered through the professional organization, College of Healthcare Information Management Executives (CHIME). This allowed us to collect valuable data from CEOs in the healthcare field, which was later integrated into securing additional bylines in top tier publications. We also used the propriety survey data to drive a variety of our content marketing deliverables including white papers, blog posts, social media content and one-pagers to support Intrado’s sales staff.
Activate Health
Activate Health is a public relations and marketing agency serving clients in the healthcare industry. We provide B2B and B2C media relations, content marketing, social media, and advertising support to our clients including leading health plans, health systems, mobile health providers, specialty pharmacies and health technology firms. Our leaders have...
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