Over the last decade, Activate Health has secured hundreds of earned media opportunities—like articles, interviews, podcasts and speaking engagements—for our clients. That’s why Aetna, a CVS Health Company, turned to our agency for our B2B healthcare PR expertise. Incorporating earned media coverage within a company’s PR plan helps build trust and credibility with buyers, influencers and existing customers. And because media coverage is organically generated, it can be a highly cost-effective strategy. For this national health insurer, we secured earned media opportunities in specific local markets. This was just one strategy we employed to accomplish their goal of bolstering regional visibility of their executives among employers, plan sponsors and brokers. Thanks to our detailed understanding of the healthcare trade media landscape, our approach resulted in valuable media exposure through coverage from reputable journalists across a variety of respected publications.

Every B2B healthcare PR engagement starts with a detailed discovery process. For Aetna, our upfront, research-driven analysis of their brand ensured that our pitches to journalists communicated a consistent story. This not only resonated with the enterprise organization and the market at large, but also with niche audiences like employers and producers. These pitches and potential story angles for reporters populated a robust editorial calendar of dozens of recommended campaigns that we could leverage for anything from events and speaking engagements to authored articles and industry awards. As part of our integrated PR and marketing approach for all of our clients, we aggregate topics and media opportunities to seamlessly align with adjacent marketing opportunities, ensuring consistency with leadership priorities, brand visibility goals, and even paid campaigns.

Our results included securing 33 earned media opportunities, surpassing our client’s quarterly benchmark. These efforts also culminated in an opportunity to form a strategic partnership with one of the largest, privately held medical media companies. This leveraged Aetna clinical experts for future media and thought leadership contributions. The total of all media opportunities secured resulted in $414K in publicity value and a reach of $50M.

THOUGHT LEADERSHIP ARTICLES

A critical aspect of any B2B healthcare PR campaigns we touch involves securing high-profile bylined articles and interviews for our clients across prominent channels and publications. For Aetna, this included publications like Becker’s Payer Issues and Becker’s Hospital Review. Activate Health handles these media opportunities end-to-end, from liaising with editors and reporters to ghostwriting compelling articles positioning Aetna experts as industry thought leaders.