Case Study:

BearingPoint – Sharing One of Healthcare’s Best Kept Secrets

healthcare pr agency boston case studyBearingPoint approached LPP seeking to quickly establish a thought-leadership position for its consultants within its then little-known Healthcare and Life Sciences practices. LPP first conducted a perception audit with key trade and business press reporters and learned that nearly all had either never heard of BearingPoint, or for the few that had, never knew the company played in the healthcare space. And while BearingPoint worked with the FDA, HHS, CDC and many major payors, health systems and pharmaceutical companies (some wow factor customers for the media), LPP knew it would be a challenge to secure any of those as press references. So, what do you do when you have great assets you can’t leverage (a problem that many healthcare marketers know well)? Among other activities, the team conducted input sessions with more than 20 BearingPoint subject matter experts to develop unique points of view on hot industry trends and issues, such as Health 2.0/consumer directed healthcare, uninsured/underinsured, healthcare reform and EHR/EMR. The team began an aggressive outreach campaign designed to inject BearingPoint’s perspectives into the conversations within top-tier healthcare and life sciences press. LPP secured more than 200 stories in publications such as Philadelphia Inquirer, USA Today, New York Times, Health Data Management, AP, Healthcare Informatics, Modern Healthcare, PharmaVOICE and Pharmaceutical Executive – increasing BearingPoint’s healthcare coverage by 300 percent in two years and helping increase market value when its Healthcare and Life Sciences practices were sold to Deloitte and PWC.

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