Activate Healthcare engaged our firm to help them become a leading voice among providers of onsite/near-site workplace health clinics. Competitors appeared regularly in regional and industry publications, and as Activate sought clients and potential strategic partners and investors, they knew they needed to step up efforts to become part of the conversation.
Strategy and Tactics
Our competitive media analysis revealed that Activate held virtually no share of voice in earned industry media. Our in-depth intake process helped us identify subject matter experts among Activate leaders and uncover several compelling media angles. We worked closely with the company to mine their considerable EHR and financial data and identify persuasive proof points demonstrating strong financial outcomes for Activate clients and positive health outcomes for clients’ employees. Armed with their information and experts, as well as relevant national and industry trends, we worked to secure earned media coverage in regional and industry media outlets as well as the national business press.
Execution and Results
Drawing on results from Activate’s annual client reports, we developed media pitches to help tell the story of the company’s success in helping employers reduce insurance costs and increase workforce health and employee satisfaction.
Activate’s share of voice moved from last to top of the list in less than two years. Lovell secured 22 articles and generated more than 120 million impressions in the first two years of our engagement.
Of those, The Wall Street Journal focused on Activate’s work to reduce health care costs for both employers and employees. A Philadelphia Inquirer front-page story focused on Activate’s work with snack food maker Utz to improve employee health and save costs. Forbes and Education Dive articles focused on Activate customers that benefited from making health care convenient for employees and a Modern Healthcare article spotlighted Activate’s successes with labor unions.
Searches for health care information have gone up during the coronavirus pandemic. An organization with an appealing and informative website can be overlooked i...