Turning information into intelligence
When Definitive Healthcare wanted to establish itself as the category creator of "healthcare commercial intelligence," they knew they needed to raise awareness of the company and the value of their intelligence. With data growing at an unwieldy pace in healthcare – expected to hit 175 zettabytes globally by 2025, the industry has an overwhelming amount of data and relatively little access to helpful or actionable insights. Highwire partnered with Definitive Healthcare and leveraged information around industry trends, and in particular, the healthcare staffing shortage, to showcase the value of the company's insights.
Challenge
In a crowded marketplace, Definitive Healthcare needed to differentiate itself and demonstrate that its approach to healthcare commercial intelligence could transform billions of data points into meaningful answers that create paths to commercial success.
Solution
Highwire and Definitive Healthcare honed in on the healthcare staffing shortage industry trend. From there, Definitive Healthcare conducted an industry analysis and developed a report using data from Definitive Healthcare's platform to tell this story in a quantifiable way.
Strategy
Highwire and Definitive Healthcare developed and launched a multichannel campaign strategy taking the healthcare staffing shortage report across earned and owned media, social and podcasting, resulting in Definitive Healthcare creating the category of “healthcare commercial intelligence” in the media landscape.
Campaign details
Once published, Definitive Healthcare promoted the report and earned media coverage on its social media channels and through email to its customer base to foster engagement and provide intelligence for its prospects and current subscribers.
To extend the life of the content, Definitive Healthcare repurposed the report into several blogs, discussed the trend with industry experts on the company’s podcast, Definitively Speaking, and executives offered commentary to the media to contextualize the findings.
These efforts positioned Definitive Healthcare as a go-to source of data for reporters to support industry leadership.
Reaching the target audience
Definitive Healthcare's report on staffing shortages in the medical industry secured 20 placements in target publications within the first two weeks, and over 40 pieces of coverage overall.
