Getting the attention of your prospects and customers is a Herculean task in today’s world of 24/7 communication bombardment. In the new digital world, content is king and PR — by virtue of its ability to educate and inform — is the most versatile tactic to create and leverage content via multiple communication channels. AND get it read.

As proof, here’s how One Call Medical , the nation’s largest diagnostic radiology management company, did just that:

Scott Public Relations (SPR) had an opportunity to write a bylined article on a topic that was relatively new in the workers’ compensation sector: the skyrocketing cost of diagnostic radiology tests, and what solutions companies could employ to better manage these procedures to reduce costs and improve quality. SPR worked with One Call to write the article, negotiated with the online publication for the rights to distribute the article, and created an e-mail to One Call’s customers and prospects introducing the piece and inviting them to read it.

One Call’s goal was to reach a broad range of personnel within its client companies, which included third party administrators and insurance carriers. Their e-mail went out to more than 11,000 people. With the help of a special software program, we know that:

    • 42% opened the e-mail (the industry average = 21.5%). The subject line clearly indicated the topic and the sender, One Call Medical.

10% read the teaser and navigated to the entire article (the industry average response = 3.6%).

Within one company, the article was forwarded 19 times. In another, 25 times. A third company forwarded the email 48 times, further extending the article’s reach and the number of impressions.

These results were no “one hit wonders.” Over time, the “news brief” program has shown a continuing rise in readership, in visits to the website, and in time spent on the website.

By providing relevant educational content, along with the added credibility of having been published in a respected industry publication, One Call Medical captured the attention of its very busy audience in numbers significantly above national averages.

We love these examples showing proof of theories! Let us know about and share your stories, too.

Visit us at Scott Public Relations for additional insight on related topics.