A medical professional liability insurer, Coverys helps the medical community address the challenges of healthcare delivery in today’s rapidly changing landscape. One of the core components of the PAN team’s program is leveraging content to drive awareness and thought leadership for the company.
When Coverys published its report titled, “A Dose of Insight – Diagnostic Accuracy: Room for Improvement,” the company sought to reach an audience of healthcare providers, c-suite executives, and risk management professionals to highlight the root causes of diagnostic-related claims (wherein the diagnostic process errors most commonly occur) and the impact on patient safety. PAN’s challenge was to creatively promote and publicize the white paper to increase awareness in the market, establish Coverys as an industry innovator, and confirm Coverys’ commitment to improving patient safety.
Identified influential healthcare publications and associations that reach Coverys’ target audience of healthcare providers, executives, and hospital risk managers.
Began embargoed media outreach two weeks before the launch of the report, ensuring journalists had time to review and analyze the report, ask questions, conduct interviews, and write, plan, and schedule their stories.
Offered interviews with the report’s author, a Coverys executive, to discuss the findings and provide insight for their stories – offering providers, executives and risk managers actionable tips and insights for improving care.
PAN’s embargoed media approach allowed journalists to dig into the report, review the findings in detail, interview the report’s author and develop thoughtful articles offering readers concrete suggestions to help decrease diagnostic errors and improve patient safety.
Our team’s efforts resulted in 13 feature articles in top-tier healthcare publications including MedCity News, Modern Healthcare, Becker’s Hospital Review, Fierce Healthcare, HealthLeaders, and more – garnering 12M+ impressions and driving 7K+ visits to Coverys’ website.