Healthcare Case Studies
See our Healthcare client list.
Hay Group Healthcare
- Hay Group Healthcare: Hay Group’s Healthcare practice “connects the dots” for hospital boards between hospital management performance and compensation.
- Goal: Gain visibility among an executive healthcare audience as an acknowledged leader in executive compensation for hospitals and developing/managing talent.
- Method: BlissPR worked with Hay Group to shape PR messages and media train spokespeople. We secured interviews and articles showcasing their expertise in exec comp, and across other practice areas, e.g., board issues, leadership succession.
- Results: We secured coverage in Trustee, HealthLeaders and Physician’s Compensation Report.
MetLife, Inc.: Disability Campaign
- MetLife, Inc.: A leading provider of insurance and financial services to individual and institutional customers.
- Goal: Increase market share of MetLife’s Disability Group by increasing awareness among both institutional and individual markets.
- Project: Media relations campaign to highlight MetLife’s extensive expertise and promote A Year in the Life of a Million American Workers, a research guide based on MetLife’s extensive database of more than 4 million employees.
- Method: In partnership with MetLife’s Media Relations Group, BlissPR launched a multiyear communications program, which included press releases, themed pitches, employee polls and bylined articles. As part of the book launch, we developed press releases, highlighted “nuggets” of data on top five disabilities, including flu/allergy season and obesity-related diseases.
- Results: The campaign generated more than 110 national, business and trade publication hits and multiple speaking opportunities for MetLife. Positioned book as “almanac” of absence management and disability-related data; resulting in author, Dr. Ronald Leopold, MD, National Medical Director and Vice President of MetLife Disability, now being perceived as one of the leading experts on disability trends, absence and disease management programs. In recognition of these results, BlissPR and MetLife were awarded the PRSA’s Silver Anvil Award.
Medical Device Company: Crisis Communications
- Medical Device Company: Leading European device manufacturer with a worldwide market presence.
- Situation: Potential set back in clinical trials. Study endpoints in question. Company management scheduled to announce progress-to-date at a major industry conference.
- Goal: Confirm longterm safety and feasibility of device; prevent rumor-mill from painting picture that might result in sales force and/or customer defections.
- Project: Develop announcement for senior management. Media train management team and sales force on the “good news behind the clinical trials” and long-term plans for future trials and launch.
- Method: We conducted interviews with company management, researchers and sales professionals. Using this information, we developed three deliverables: (1) a press release announcing the results of the phase one clinical trials; (2) media training materials for senior management; and (3) Q&A documents for the sales force. We then conducted a full-day media training session for company spokespeople and organized an internal Update Meeting for sales representatives.
- Results: The sales force meeting equipped representatives to answer difficult questions from customers and Key Opinion Leaders. In fact, many representatives remarked that “recent market rumors” about the trials were much more negative than the actual news turned out to be. Coverage of the official announcement resulted in one major story in the international press and several minor stories (in trade publications), all of which touted the initial study results as “promising” and called for additional research to validate efficacy.
OraPharma, Inc.
- OraPharma, Inc.: A specialty pharmaceutical company, founded in 1996, which develops and commercializes therapies for oral health.
- Goal: To elevate the oral health profession by raising visibility for recent clinical studies linking aggressive treatment of periodontal disease to lower rates of heart disease, diabetes and pre-term labor.
- Project: While many dental practitioners are well aware of the growing body of research linking gum disease to serious medical conditions such as heart disease, diabetes and pre-term labor, the connection is less understood among consumers, insurers, policymakers and benefits managers. To get the message out, OraPharma—a specialty pharmaceutical company whose flagship product treats periodontal disease—worked with BlissPR to promote a series of clinical studies on the topic.
- Method: BlissPR issued a series of press releases and audio news releases on the research. We also drafted bylined articles for consumer and HR trade publications, offering up Oral Health Tips, Workplace Wellness Advice and New Ways to Prevent Cardiovascular Disease.
- Results: By providing access to clinical experts and leading periodontists, we were able to secure coverage in more than 50 media outlets, including major regional newspapers, consumer health publications, aging/wellness newsletters, HR trade publications, national radio stations and national business publications such as the Wall Street Journal. Research results also appeared in numerous scientific journals, including the New England Journal of Medicine.
