Solution
Going against the grain—with credibility and empathy
The approach was to build a platform that addresses a wide array of trends. With the company’s high-profile chief medical officer, notable customer announcement, and research-backed content—PAN’s goal was to build trust in the company and its expertise across the healthcare industry.
Next, PAN developed a strategic thought-leadership platform to elevate the company’s Chief Medical Officer (CMO) as a leading voice to address the current state of healthcare, making a big bet that empathy would be a salient topic that authentically contributes to the company’s goals of owning their category.
The company’s media presence quickly gained momentum.
Within weeks, publications like Forbes, Harvard Business Review, Quartz and Axios were sharing insights from the CMO. Every article mentioned the company, connecting thought leadership efforts.
For trade publications like Healthcare IT News and Chief Healthcare Executive, the CMO shared insights about the patient experience and the cost-of-living crisis—backed by company-owned data. To round out this thought leadership strategy, PAN also leveraged 2023 predictions that the company’s CMO developed, centered around ethics in healthcare, patient experience, and burnout among staff.
result
Building an empathy-driven platform
PAN successfully made the company the unparalleled category leader and positioned their CMO as the voice to usher an empathy-first healthcare experience.
Media KPIs across the business media and healthcare verticals nearly tripled. The 36 pieces of coverage for the company included top-tier business media and influential healthcare verticals. This showed a 106% increase in coverage quarter-over-over. PAN’s thought leadership platform skyrocketed the CMO’s media coverage 116% within just one quarter.
Throughout the campaign, PAN monitored performance across key healthcare competitors, measuring both competitive share of voice (SOV) and key message pull-through.
By the end of Q4, the company had 62% of the SOV and landed in first place in all three key message categories—with 37 media articles including their category term and its second-closest competitor coming in at 13 mentions.
