Client Spotlight: Progressive Medical Shares Their Voice by Winning a 2014 Prism Award
Situation:
Progressive Medical has been changing the way pharmacy management and support services help their clients with their worker’s compensation and no-fault auto-insurance. Progressive Medical sought to measure their media influence by evaluating their media coverage based upon four measurable benchmarks: quantitative, outlet type, qualitative and tonal. They also wanted to accelerate their involvement in industry discussions. In order to do so, it was necessary to increase their overall public relations tactics.
Strategy:
Marketing Works strove to increase Progressive Medical’s involvement in discussion and overall public relations efforts by establishing a content calendar for their 2013 news releases. Next we helped them solidify their stance as experts in the field by launching their Signature Series (#SigSeries). This part of the campaign involved multiple installments of white papers, video interviews, microsites and news releases in order to expand their network through increased engagement. By using their speaking opportunities, we were able to create influence for valuable media briefings as well as solidify the company on a list of topics.
Results:
As a result of all of Marketing Works’ efforts to help Progressive Medical increase their media presence and obtain quality coverage, they landed a 2014 Prism award. Through this process they acquired a total of 81 media appearances, a 119 percent increase, thus improving their overall visibility. Progressive Medical also secured a cover story on Occupational Health & Safety, expanding their audience even farther by appearing in a tier-one vertical publication.
Mworks740 • July 24, 2014
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Marketing Works, Progressive Medical, Public Relations, strategic marketing, workers comp, workers comp marketing, workers compensation