You’ve got six months…


You’ve got six months…

Change Healthcare provides cost transparency and consumer engagement tools that employers and health plans use to reduce healthcare spending.

The Challenge

“You’ve got six months to save us – otherwise, our doors will close.” That was the challenge LPP accepted. As a relatively young company, Change Healthcare was struggling to stand out in a crowded marketplace dominated by a large competitor that was backed by big names in the industry. The company needed to significantly raise its visibility to attract new investors critical to its survival.

The Solution

We developed a comprehensive plan to put Change Healthcare on the map, including:

  • Updated messaging to clearly differentiate the company’s solutions from those of competitors, while emphasizing its unique longevity in the marketplace.
  • Developed a quarterly “Healthcare Transparency Index” report leveraging Change Healthcare’s data on largely hidden cost discrepancies and focusing on hot topics around healthcare expenses—strongly positioning the company as a champion of cost transparency and consumer-directed healthcare.
  • Created an ongoing drumbeat of key insights through a new TRENDSparency blog and other supporting communications.

The Result

In just a few months, the LPP campaign:

  • Secured feature coverage in business and trade publications, including Wall Street Journal, New York Times, USA Today, Forbes, Bloomberg BusinessWeek, MarketWatch, VentureWire, Employee Benefits News, and HR Magazine.
  • Enabled Change Healthcare to secure investment funding totaling $9.3 million—exceeding the company’s goals.

 

More recently, Change Healthcare was acquired by Emdeon and announced an agreement with McKesson Technology Solutions to create a new healthcare information technology company with $3.4 billion in combined annual revenues (2016).