Case Study 2

EMG uses a compelling story to achieve the client's goal of educating its core audience.

EMG was retained by a healthcare benefits manager in June 2003. Our challenge was to position the company as the nation's leader in benefits management for its specialized sector of healthcare. 

In order to achieve this goal, we devised an effective corporate messaging strategy, redesigned the look and style of the client's printed and web marketing materials, and successfully brought their brand to key media outlets. 

In the first step toward creating a winning branding campaign, we met with the key people at the company and analyzed existing brand positioning, marketing operations, competition and strategic goals. Next, we developed the key messages and re-designed the client's website, press kit and direct-mail brochures. And for each of these, we kept the focus on the target audience, whether it was doctors, investors, the press or buyers. 

Next, we utilized our strong relationships with top-tier business and healthcare reporters to increase recognition and public confidence for the client. As a result, we secured multiple top-tier media placements for the firm, including many page-one articles. These included placements in the Wall Street Journal, New York Times, Boston Globe and San Francisco Chronicle, as well as substantial trade industry publications. 

One factor that we used to our client's advantage to obtain media coverage-a compelling story. Our client was in a prime position to help control one of the fastest growing cost areas in American healthcare. The firm could potentially help to cut U.S. healthcare spending within its fast-growing sector by $20 billion to $30 billion per year. 

All of the elements of the public relations plan helped position the company for its successful acquisition by a public company in 2006 for $122 MM. As part of the groundwork laid, we were able to secure a placement in the Wall Street Journal the day the deal became official.