The Challenge: 88 Brand Partners conducted one of the first national studies to determine consumer perceptions of electronic health records. CSG was retained to develop a strategy designed to obtain media coverage for the research findings and as a result build awareness of 88 Brand Partners’ services among executives at healthcare systems and hospitals.
Action Steps: CSG developed media materials and managed media and social media outreach. The strategy, which included offering the Wall Street Journal the opportunity to release the results first, resulted in Clint Boulton writing a story which appeared in the WSJ’s CIO Journal and Risk Compliance publications. The story also appeared in the latest headlines e-blast sent to subscribers. Boulton also tweeted about the article, which reached 2,197 followers.
Results: As soon as the WSJ coverage was published, CSG released the results to other mass and trade media outlets and obtained widespread coverage in AMA News, EMR Daily News, Healthcare IT, Kaiser Health News, among others. Many of the news outlets also posted the coverage on the social media sites which reached thousands of followers.
Ultimately, 88 Brand Partners received numerous hits to the specific landing page for the research and were able to follow up with them to discuss their marketing/branding needs.