Alegeus: Taking an Integrated Approach to Generate Buzz Around Healthcare Consumerism
Share Alegeus’ Healthcare Consumerism Index using research findings as the centerpiece of an integrated campaign to create awareness, educate and provide the inside scoop on consumer-driven healthcare.
PAN communicated the launch, subject and content of Alegeus’ Healthcare Consumerism Index using the research findings as the centerpiece of an integrated campaign to create awareness, educate and provide the inside scoop on consumer-driven healthcare – to the company’s network of customers, partners, and prospects, as well as relevant influencers, press and analysts.
The integrated campaign used a multi-channel approach to: share and tease unique points of view on key take-aways and data from the Healthcare Consumerism Index; utilize channels including podcasts, key social media channels (LinkedIn and Twitter), content (company blog and news release) and earned media to create awareness, extend reach and drive traffic to Alegeus’ podcast microsite for downloads; expanded reach to a CRM database of 65K+ contacts via e-newsletters and email blasts, driving downloads and supporting lead-generation efforts.
Finally, PAN leveraged Alegeus’ blog as an additional vehicle and thought leadership platform to provide supporting points of view and commentary from Alegeus’ executives. This included links to the blog in e-newsletters and email blasts, and also referenced the blog in the podcasts to generate additional visibility and traffic.
As the healthcare industry continues to undergo its digital transformation, marketers need to keep up and are increasingly looking for ways to better engage their target audiences with the right information, in the right formats, at the right time. We worked with long-time PAN client Alegeus to utilize its annual Healthcare Consumerism Index as the center point of an integrated campaign to educate, create awareness and drive key constituents to take a desired action — all aimed at elevating the Alegeus brand and positioning the company and its executives as thought leaders on the topic of consumer driven healthcare.
– Dan Martin, Vice President, PAN Communications
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