Scott Public Relations collaborates with companies in the insurance space to launch new products and build brands.
e-Sher & Aon
Launching a New Company in the e-Security Space
E-Sher Underwriting Managers, a division of Aon Insurance, was the newly created cyber facility of the nation’s largest insurance wholesaler. It needed to create awareness among agents and brokers who could sell the products, and to create demand from companies who could buy it.
SPR wrote and secured articles in National Underwriter, HealthNewsDigest.com, Frontline Solutions Magazine and Best’s Review, as well as executive interviews and placement in San Jose Mercury News, San Francisco Chronicle, ComputerWorld, Toronto Star, HR Reporter and Business Week. SPR also supported trade show efforts and enhanced industry visibility at RIMS with Hosting Technology, Rough Notes, Canadian Insurance, Best’s Review and Risk & Insurance.
Blue Cross Blue Shield of Illinois
Educating Consumers on Health Insurance Options
Health Care Service Corporate (HCSC), the parent company of BlueCross/BlueShield of Illinois (BCBSIL), was launching new Health Savings Account (HSA) compatible health plans.
SPR’s PR strategy garnered the following results:
- Key consumer print placements in the Chicago Tribune and Chicago Sun-Times.
- Editorial briefings with Modern Healthcare, Modern Physician, BusinessWeek, Chicago Sun-Times.
- Three-minute segment on NBC Chicago morning broadcast.
- Two bylined articles in local Chamber of Commerce newsletters reaching the small business audience.
- Key trade placements including National Underwriter and Agent’s Sales Journal.
- Speaking engagement for a local chapter of the National Association of Health Underwriters.
- The campaign was awarded the Golden Advocates Award by the Healthcare Public Relations & Marketing Association
Using PR to Market Online Technology to Brokers and Health Plans
Norvax, the online insurance marketplace, desired to increase market share with brokers, move into the health plan segment, and launch an online consumer site to sell individual insurance directly to consumers, linking them to its broker clients for assistance in the sale.
SPR’s efforts generated tens of thousands of visitors to the new site. According to Norvax, “In December you [SPR] have gotten us where we thought we’d be by April.”
Rebranding and Building Market Share
Due to increased competition, this pharmacy benefit management company needed to re-brand itself. The objectives were to create a new category (pharmacy and medical management company) and to meet ambitious growth goals by elevating its stature and awareness so that the company was one of three to four firms to receive RFPs from benefits consultants.
SPR’s PR is credited with a key role in developing an integrated marketing program that succeeded in:
- Increased awareness among managed care plans from 5.4% to 30%
- Increased awareness among employers from 0% to 21%
- Number of covered lives increased by more than 80%
Increase in RFPs shows prospects consider Prescription Solutions to be a top tier player. Number of RFPs increased from 35 to 275 over three years.
Testimonials from Insurance Clients
“We chose Scott Public Relations because of their experience and knowledge of the health care and managed care sectors. During the last five years, their expertise has not only produced coverage in our target media we need to build awareness and credibility for our company, but the SPR team has supported our direct mail efforts and trade show marketing as well. They’re always available, accessible, and responsive.”
“The message was right on the money. It is a pleasure to work with Scott PR.”
“I’ve known and worked with Joy Scott and her team for more than 13 years. Her knowledge of the workers’ compensation, healthcare, insurance and risk management spaces makes her a uniquely qualified partner for firms committed to market leadership and innovation. The Scott Public Relations team combines ingenuity and insight with a deep understanding of this complex field that is simply not present in other agencies. I have referred them often to my colleagues, and will continue to do so, knowing that they will get real value from their association with Scott PR.”
“I worked with Scott Public Relations to create and implement an ongoing integrated public relations strategy which was, in all ways, a smashing success. Joy and her staff were as passionate about the success of the company as I am.”
“Joy Scott and her team have become an integral part of our overall corporate marketing strategic direction designed to identify initiatives by which communications can help to increase brand awareness, grow our business in a mature market and impact the bottom line. Their team of extremely qualified and seasoned professionals brings to the table a high level of energy and a great deal of insightful and creative ideas which has made for a terrific partnership.”