Communications Strategy Group's (CSG®) award-winning Health & Wellness Practice is driven by the same thing that elevates your organization above others: passion.
As patients, advocates, yogis and professionals, we are seasoned experts who live, work and play in the healthcare, medical device, and wellness industries. Our philosophy is simple: we do good work for good people and are committed to helping people live healthier lives.
Encompassing this mantra in everything we do, our team provides thoughtful and impactful public relations support to healthcare, medical device, wellness and fitness organizations. We craft authentic content and distribute engaging messaging to tell stories creatively, resonate in targeted audiences and make an impactful difference. We are dedicated to strengthening brands, leveraging influencers and generating measurable results for our clients.
We specialize in the following healthcare & wellness sectors:
- Healthy Aging/Encore
- Medical Devices
- Healthy Living
- Health Technology
- Active Transamerica
- Assisted Living Federation of America
- Bright Health
- Can Do Multiple Sclerosis
- Colorado HealthOP
- Colorado Hospital Association Hospital Emergency Preparedness Program
- Colorado Medical Society
- Colorado Worksite Wellness Task Force
- Comfort Dental
- CorePower Yoga
- CU Toxicology
- Eating Recovery Center
- Envoy Medical
- Health Education Solutions
- Holiday Retirement
- Kaiser Permanente
- LiveWell Colorado
- National Sleep Foundation
- National Stroke Association
- Rocky Mountain Cancer Centers
- Rose Pediatrics
- Total Well-Being
- Trumpet Behavioral Health
Kaiser Permanente enlisted CSG to help design a campaign that would encourage an at-risk subset of its members to undergo breast cancer screening. Members of the targeted group were enrolled in the Deductible Health Plan, had low health insurance benefits utilization and were more than two years overdue for a mammogram. This group totaled 3,526 women in the Denver Metro area between the ages of 50 and 74.
Together, CSG and Kaiser Permanente envisioned an integrated marketing campaign that would communicate with these women at home, at work and when they visited a medical office building (MOB), to encourage them to seek a mammogram.
The campaign was highly targeted to a persona that had been developed from an analysis of Kaiser Permanente (KP) member data and third-party research. The research showed these women were busy and likely to deprioritize their own health needs to care for their families. Therefore, the campaign would need to emphasize convenience, no fee and the benefits that a mammogram would bring to their families.
Campaign components included:
- Posters in medical office buildings across the Denver area.
- MOB toolkits, designed to give targeted Kaiser Permanente (KP) MOBs the tools to promote the campaign. The toolkits included marketing collateral and tips that managers and physicians could use to promote mammograms.
- Direct-to-member communications, which included direct mail, a letter from an OBGYN and a phone call from an RN who can schedule a mammogram.
- Worksite communication, including onsite mammograms and internal communications efforts.
The results of this campaign vastly exceeded expectations.
First, while the original goal of the campaign was to increase mammography rates among the targeted population from 62 percent to 67 percent, rates increased to 72 percent, an additional 5 percent above goal.
Second, KP sought to screen 476 members for breast cancer by the end of 2014; at the end of 2014, a total of 912 members were screened, nearly double the goal. The number of women in the target group screened for breast cancer through this campaign increased to 979 as of February 2015.
Challenge: Holiday Retirement, an operator of more than 300 senior living communities, sought to generate awareness of and interest in its retirement communities at national and local levels by showcasing the wisdom and achievements of Holiday Retirement residents.
Solution: Communications Strategy Group (CSG®) envisioned a media relations campaign that would highlight centenarians – individuals who are 100 years or older – living at Holiday Retirement communities. Through a telephone survey of these 125 “super seniors,” CSG aggregated their thoughts and opinions on hot-button issues and compiled their advice and wisdom into a gated white paper, “100 Years of Wisdom: The Perspective of Centenarians.” This content and the opportunity to interview individual residents were presented to national and local media in a tiered approach with goals of driving website traffic and potential resident interest.
Results: CSG’s media relations strategy and efforts on behalf of Holiday Retirement elicited outcomes that vastly exceeded expectations. What began as a campaign coinciding with National Grandparents Day 2014 extended into a New Years media push in early 2015. Since September 2014, the “100 Years of Wisdom” campaign has generated 68 media hits (both locally and nationally) for a total of 211,133,113 impressions. Media coverage highlights include: Business Insider, MarketWatch, ABC News Online, Huff/Post50, Vitamin G (Glamour blog), PopSugar and Parade Magazine. Furthermore, website traffic to the campaign’s landing page currently sits at 5,570 visits since “100 Years of Wisdom” launched in September 2014. Complementing website traffic are leads; since launching in 2014, “100 Years of Wisdom” has generated 45 leads (or potential residents).
Eating Recovery Center
Challenge: With an ultimate vision to become a nationally renowned treatment center in a very competitive national market, Eating Recovery Center’s initial goals included building brand awareness of the new treatment center, differentiating the brand from both local and national competitors, and driving new patient inquiries directly from patients and families and via referrals from health care professionals.
Solution: To support a definitive local and national brand for Eating Recovery Center and drive potential patient traffic to the company’s website, Communications Strategy Group (CSG®) initiated a two-pronged strategy: 1) establish Eating Recovery Center as the most trusted, expert source for eating disorders treatment by promoting thought leadership among medical and clinical leadership in local and national media; and 2) be available at the “point of need” by creating online resources (such as guest blogs) individuals can find when searching for information about eating disorders treatment.
Results: CSG’s strategy has helped Eating Recovery Center grow from a primarily regional treatment center into a nationally recognized leader in the eating disorders treatment field. Since its initial engagement with CSG, Eating Recovery Center has opened three new facilities. Its experts have been featured in high profile national media targeting consumers, including Katie Couric’s talk show, Katie, Marie Claire, Women’s Health, Redbook and Teen Vogue. CSG has also secured two guest blog opportunities for Eating Recovery Center in order to help bolster its online presence, implement a keyword strategy driving website traffic and offer guidance and resources at the “point of need” online. The Center’s CEO blogs about eating disorders on the Huffington Post and its chief marketing officer is a national eating disorders Examiner on Examiner.com. Regularly, one-fifth of Eating Recovery Center’s website traffic can be attributed to CSG activities.
EverSafe’s technological approach fights off senior financial exploitationMarch 30, 2016
“Howard Tischler’s mother didn’t want to burden her children, so the former accountant arranged her finances for retirement and maintained an independent lifestyle. As she aged, Tischler noticed inconsistencies in her finances — credit card charges that made no sense, for example, and bills for an auto parts service even though she had no car or driver’s license.
Tischler, a financial technology entrepreneur, didn’t let the issue go — he founded EverSafe, a Columbia, Md. firm that offers digital account monitoring to help safeguard senior citizens vulnerable to fraud and exploitation. EverSafe addresses a growing issue: the U.S. Census Bureau expects the population of people ages 65 and up to double by 2050, and cognitive decline often begins for people in their late 50’s.”Read More »
Intel & Insights
PR Benchmarks: Measure Your ImpactApril 22, 2016
Public relations is not reserved for strict, traditional media relations anymore. What PR encompasses is changing everyday; but as it stands today, PR is everything from television, print, social media, online news sites, apps and more. And for health and wellness organizations, clients are using every piece of media to find information and make health-related decisions. So, when you’re kicking off a new campaign with a health-focused client, remember to look at these various PR elements and set concrete benchmarks so you can effectively measure success and identify insights at the close of the campaign.
Views, clicks and impressions are classic ways to measure the success of your earned media. While it’s important to keep track of the number of people viewing your content, there’s more value to be found in measuring how many people within your target audience were reached and how they interacted with your content. When setting benchmarks, keep in mind your target audience and adjust goals accordingly.
Measuring impact may seem subjective by nature, but there are ways to concretely show you’re reaching a specific audience. Start by analyzing the effects of earned media. Employ your online tracking tool of choice and take note of how effective earned media was at driving traffic to your website or landing page. It’s also valuable to take note if media coverage is merely a mention versus a larger feature story. Impact can also be measured by what – and how many – proprietary assets were shared during your campaign. You can check social shares, hashtag usage, etc., to determine which pieces of content were picked up or what assets were shared.
Success doesn’t always look how you thought it would. By measuring these different facets of impact, you can find ways to effectively measure how targeted audiences received and interacted with your campaign. But remember, it all starts with setting the proper benchmarks.
Healthcare PR pros: What other benchmarks do you find helpful to set with your clients? Tweet us at @CSG_health!
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Kathryn Robinson Hired as Communications Fellow, Serving Health & Wellness Team
Communications Strategy Group (CSG®) is pleased to announce the newest team member of the Health & Wellness team, Kathryn Robinson. Kathryn joined the CSG Denver team in July and brings years of experience in writing, content marketing and media relations to the CSG team.
Kathryn is currently attending graduate school at the University of Denver, earning a master’s degree in strategic communication. Her interest in communications comes from a lifelong passion for writing and reputation management. Kathryn has held numerous communications roles in agencies, corporations and nonprofits in both Florida and Denver.
In her spare time, Kathryn enjoys hiking, biking, snowboarding and trying new Denver-area restaurants.