Emdeon, a leading provider of revenue and payment cycle management solutions, embarked on an aggressive plan to increase awareness around Emdeon eRx Network, position the company as a thought leader, and help drive greater electronic prescribing revenues.
Strategy and Tactics
Lovell developed a strategy to showcase Emdeon´s leadership, participation in a federal pilot project for ePrescribing of controlled substances, and their knowledge and insight of the DEA´s newly released Interim Final Rule (IFR) on ePrescribing of controlled substances. Leveraging the company´s real-world expertise around ePrescribing, Lovell helped Emdeon elevate awareness of the pilot project and how the experiences of the pilot relate to upcoming changes for the ePrescribing industry.
As part of the strategy, Lovell helped Emdeon organize an Online Town Hall. A panel highlighted perspectives from five different "on-the-ground" experts in the federal pilot project along with a pharmacy systems technological standards executive. The Town Hall was marketed at NACDS (a key pharmacy industry conference) through collateral and mobile marketing and promoted to physician practices and the memberships of NCPDP and HIMSS and via other social media and email marketing efforts.
The Online Town Hall secured more than 500 registrants and a 66% attendance rate with representation from every segment Emdeon serves. Feedback was very positive from media and potential business partners, including several business inquiries generated within 24 hours.
Lovell has truly been a member of our ePrescribing team, helping us evaluate strategic opportunities to most cost effectively enhance awareness, grow revenues and increase transactions. The Online Town Hall, in particular, energized our team and positioned our company as a thought leader in this area.
- Tommy Lewis, Senior Vice President of Corporate Communications, Emdeon
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