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CASE STUDY: SIEMENS | GETTING THE HEALTHCARE FIELD WIRED ILLUMINATION THROUGH THOUGHT LEADERSHIP ISSUE: As a leader in healthcare information technology (IT), the Health Services Division of Siemens Healthcare is widely recognized among industry leaders and healthcare providers for its contributions to cutting-edge healthcare technology solutions. However, the average consumer is not aware of the significance of healthcare IT in lowering healthcare costs or in optimizing clinical outcomes. IDEA: To reach this mainstream audience, the PR team developed an op-ed on healthcare IT by two well-known thought leaders – former Speaker of the House and founder of the Center for Health Transformation, Newt Gingrich, and Siemens’ Healthcare IT president, Janet Dillione. Working closely with the Gingrich team, Coyne PR drafted the op-ed and worked to place it in the region’s highest circulating daily newspaper, the Philadelphia Inquirer, on the same day that Gingrich was to address a large group of healthcare professionals. The op-ed was written as a call-to-action– to demand consumers call upon their government to create the conditions to allow healthcare institutions to adopt new tools for information technology to deliver real, measurable improvements in patient care. IMPACT: The op-ed titled, “Getting the Health-Care Field Wired,” ran in the Philadelphia Inquirer, successfully putting the topic of healthcare IT into the minds of nearly 900,000 readers. On the heels of the op-ed, a multi-page feature story covering the entire healthcare IT field, and prominently featuring Siemens as an industry leader, appeared on the cover of the business section of the Sunday edition of the Philadelphia Inquirer the following weekend, garnering an additional 1.8 million impressions. The media buzz carried across several states as other regional daily newspapers reprinted the feature story, increasing the total media impressions by more than 2 million. Thus, total media impressions grew to almost 4 million over the course of a single week. For this work, Coyne PR won the national PR News Platinum Award for Best Opinion/Editorial for 2007. |
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Heath Care Case Studies
