Technology, healthcare and clean tech PR | Boston, Austin

Case Study:

– CHANGE HEALTHCARE: You’ve Got Six Months to Save Us?

“You’ve got six months to save us – otherwise, our doors will close.” That was the challenge LPP accepted for healthcare cost transparency company Change Healthcare, which had been on the market for three years, already worked with several customers, but struggled to stand out among an increasing number of competitors. They were also becoming overshadowed by one “big fish” that was backed by a boatload of funding and names like Cleveland Clinic, RelayHealth and athenahealth (to name just a few). LPP’s strategy to put Change Healthcare on the map with the business press – and build its profile among investors, employers, health plans and third-party health benefits managers – centered on the company’s treasure trove of healthcare pricing information. Branded the “Healthcare Transparency Index,” LPP highlighted Change Healthcare’s data on widely-hidden cost discrepancies and framed each report around hot topics and big healthcare expenses like preventive care, imaging and prescriptions. Add in passionate executives looking to make positive change (are you starting to get the company name?), and LPP created and drove the supporting industry blog, writing on a range of key issues like consumer-directed health care, insurance exchanges and health care savings opportunities. With aggressive outreach with Index results and blog posts, LPP secured consistent feature coverage in both trade and business press – including the Wall Street Journal, New York Times, USA Today, Forbes, Bloomberg BusinessWeek, MarketWatch, VentureWire, Employee Benefits News and HR Magazine. Net result – Change Healthcare began to field inbound calls from investors, closed the funding it needed with Blue Cross Blue Shield Venture Partners and continues to teach both customers and media how to become smarter healthcare consumers.

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