Situation
A subsidiary of Elevance Health, NGS empowers federal healthcare agencies to improve communities by modernizing processes and making IT an enabler for healthcare. NGS came to Sage with a corporate brand awareness challenge. In the immediate term, the organization faced a re-compete for the highly competitive, $40 billion NITAAC CIO-SP4 contract on the horizon. Accordingly, NGS needed to elevate awareness of its health IT capabilities to compete for this key piece of business. In the long term, the company’s goal was to generate broad awareness of the breadth of its expertise and establish itself as a thought leader in federal health IT to maintain its competitive position and grow into new markets.
Approach
Sage began by conducting a communications audit, executive session and in-depth interviews. These would inform an integrated, strategic, account-based marketing plan targeting specific areas of the CIO-SP4 contract. Following that effort, Sage broadened the campaign by implementing a corporate PR and social media program to further showcase NGS’ team of experts. This served as a springboard to launch a corporate PR program that focused more broadly on elevating the company’s reputation as a “go-to” healthcare IT innovator for agencies like CMS, HHS, NIH, VA and others.
Key strategies included:
Creating a CIO-SP4 landing page highlighting past performance, current capabilities and priorities
Aligning corporate communication efforts across the organization
Developing internal and external corporate messaging, including identifying focus areas and themes for the business development team
Developing content and media placements in high-tier outlets targeting key decision makers such as CIOs, IT directors and functional managers within health agencies
Syndicating content via third-party publications such as Government CIO and Nextgov/FCW.
Developing an executive social media program for executives; providing content support for corporate social media platforms
Securing speaking engagements for industry panels and digital roundtables; this included drafting talking points, messaging documents and other prep materials for speakers
Developing a LinkedIn ad campaign and retargeting ad campaign to drive traffic to the landing page
Results
Sage secured two speaking engagements attended by NGS’ target audience. These events created 341 leads along with a short-form content piece featured on the landing page. LinkedIn and retargeting ads ran for three months and garnered a total of 721,246 impressions with 1,492 click throughs to the landing page. The campaign also saw 1,864 total page views over the full six-month run.
Additionally, Sage presented interviews, contributed commentaries, webinars, speaking sessions and award opportunities with strong message pull-through across all placements. These efforts positioned NGS executives as experts in front of key decision makers topics relevant to NGS’ key business areas.
Coverage
