Goal

Design and execute a public relations and marketing program to educate employers about the benefits of centralized workforce health and to communicate a health care company’s range of services as a major differentiation to enhance the company’s market position.

Execution

Conducted four focus groups, 50 surveys and 20 interviews with major corporations and government agencies across 11 industries and three different geographic regions

Established four distinct campaigns that worked in unison to accomplish campaign goal, including:

• Branding—advertising, direct mail, new Web site, trade show program
• Reputation Management—targeted speaking engagements, bylined articles, book promotions, speaker coaching
• Publicity—media relations, new press kit, developed key company-wide messages
• Education—developed new materials, case studies, onsite seminars, briefings with top consultants

Results

Objectives of the program for the first year of the campaign exceeded expectations:

• New customer contracts increased 2005 revenues by $10 million, making the health care company the second largest company in its market
• Created deeper customer understanding—increased by 5 percent the number of customers using multiple services to attain the benefits of the centralized approach
• Interviews with the top outsourcing consultancies confirm that more than 70% are aware of the health care company and its scope of services and agree that a proactive, centralized approach to workforce health brings significant cost benefits to employers