The objective was to position Integrated Healthcare Strategies (Gallagher Integrated) as a thought leader within the industry and build its brand image. Gallagher Integrated is a healthcare consulting firm that provides services to more than 1,200 healthcare providers, 1,800 hospitals, and 700 independent and affiliated medical groups. Its team features expert consultants and thought leaders who help organizations achieve business goals by ensuring top talent is attracted, retained and engaged, while measuring and maximizing human and organizational performance.
The strategy was to combine owned and paid media to reach a targeted group, providing them with expert advice on trending healthcare topics from an industry thought leader and Gallagher Integrated employee. The target audience could then use the insight to protect and build their businesses.
“…resulted in a total of 2,231 leads versus a goal of 800 leads…”
It was built on a four-focus effort—the change from fee-for-service to fee-for-value, the increase in healthcare consumerism, shifts in healthcare venues, and the transition to population health management.
This gave thought leaders the focus necessary to create a variety of content elements, including social media posts, blog entries, LinkedIn updates, newsletters, website articles, as well as large-scale "content bundles"—each of which carried its own concept and marketing support.
Connecting the four topics was the common element of clinical integration—a recurring topic that cut to the core of what contemporary healthcare systems face every day.