UpWell: Reveals the True Costs of Managing Diabetes Extend Far Beyond the Wallet
PAN Communications partnered with UpWell to develop a strategy to promote the findings of the brand’s ‘impact of diabetes on everyday life’ survey, and drive brand visibility and report downloads.
UpWell conducted a survey analyzing the impact of diabetes on everyday life. The research uncovered that the “costs” of the chronic condition are more than just financial, impacting relationships, recreation, employment, mental health, and more. PAN was tasked with developing a strategy to promote the findings and drive brand visibility and report downloads.
PAN showcased the findings in a report strategically released one week before the start of the American Diabetes Association Scientific Sessions. The team conducted extensive embargoed media outreach and continued to work with journalists to secure stories post-launch, leveraging research announced during the event for follow-up touchpoints.
PAN’s media campaign garnered more than 45 pieces of unique, earned media coverage across top-tier business press and trade publications, including CBS MoneyWatch, U.S. News and World Report, Fierce Healthcare, and The Washington Post. PAN promoted coverage through UpWell’s social networks to boost visibility. Two U.S. senators also tweeted about the report, resulting in more than 800 social engagements (likes and RTs).
When I joined UpWell, one of my first decisions was to onboard PAN to round out our marketing approach. From initial brand-building exercises that have refreshed our vision and mission to training up our executive team and executing an integrated research campaign, PAN has delivered from day one.
– Valerie Adams Meffert, Vice President, Marketing, UpWell
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