HealthAchieve

HealthAchieve

Background

The signature conference for the Ontario Health Association (OHA), HealthAchieve is the largest healthcare show in North America. Over the years, we’ve arranged many high-profile media interviews for this award-winning event with speakers including Michael Moore, Michael J. Fox and Dr. Sanjay Gupta. We’ve also helped the organization launch and implement a social media strategy that connected them with their 6,000+ participants in a whole new way.

 

The Ask

We were tasked with increasing HealthAchieve’s attendance and revenue targets in 2016, as well as minimizing the financial and reputational impact of discontinuing the OHA Benefits Plan subsidy program, while protecting HealthAchieve registration numbers.

Media relations efforts focused on Canadian journalists from targeted trade and mainstream publications in order to reach potential HealthAchieve delegates (mid-level through senior healthcare professionals), and exhibitors in a variety of sectors including, technology/IT, environmental and infectious disease control, as well as those from outside the traditional hospital environment.

The key objective was to secure story opportunities that would be published prior to the show in order to drive attendance numbers. Other key strategies included developing topics and securing contributed articles for high-profile media, sourcing media opportunities to profile key exhibitors, and expanding health-focused media targets to border U.S. states.

 

The Result

We negotiated a partnership with MediaPlanet to feature HealthAchieve content in a specially dedicated Health Technology supplement published in MacLean’s magazine. A news release was also developed, entitled “Laughter is the Best Medicine at HealthAchieve 2016” which was picked-up by 34 websites, reaching 3.5 million of the target audience. Additional media relations outreach resulted in a total of 9.2 million impressions, with 13 byline opportunities secured for speakers in trade publications. 

Content Development

Effective, creative content is at the core of what we do. From B2B and B2C, our expertise spans article writing and storytelling, editorial planning, key messaging, video production and more. And we help ensure that your content gets seen. We amplify your brand’s story through an integrated, custom content strategy across digital, print, social and broadcast channels. We maximize owned, earned and paid media to amplify your message, making sure it gets in front of the right audience to drive the results you want.

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Corporate Communications

An integral part of any business, your brand reputation and corporate communication sets the tone with the public, your clients, employees and stakeholders – and we make sure you get the tone right. BlueSky helps you understand what matters to your audiences – both external and internal – and develops meaningful programs that resonate. We help clients with crisis and issues management, employee and executive communications, community relations and corporate social responsibility (CSR). Whether it’s a workplace fundraiser event, an annual report, infographics, HR video or speechwriting, we help you share your message with relevant stakeholders.

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Social Media

Social media demands an always on, two-way communication, transparency, and authentic interaction. More importantly, it demands strategy. We’ve managed social communities, developed social media guidelines and created engaging, impactful content, whether a short Instagram caption or long-form executive-published posts on LinkedIn. Through social listening tools and insights, we can make sure you’re talking about what matters most to your audience, and that your online and traditional PR efforts are integrated seamlessly and effectively.

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Public Affairs & Advocacy

Our in-depth experience providing integrated government relations, public affairs and strategic communications tailored to your needs helps our clients navigate the public policy process in order to successfully achieve central objectives. We work with you to better position your priorities within the current political landscape to ensure you’re able to gain the ear of key decision-makers and reach your goals.

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Influencer Marketing

When it comes to social influencers it’s not about who has the biggest audience, but about engagement, trust and authentic connection. We leverage valued relationships with nano- to celebrity-level creators, working collaboratively to ensure they deliver quality content that resonates with your target audience and is on-point with your brand messaging. Our winning formula requires a thoughtful approach that combines the right people, the right content and the right distribution to maximize engagement and drive impact at scale. You’ll see the results in our campaign evaluations – supported by numbers that exceed industry average performance.

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Media Relations & Media Training

In an environment that is increasingly pay-to-play, earned media remains the holy grail of coverage for brand credibility. Over the years we’ve developed solid relationships with traditional and online media, and we know the elements of success for securing interest from trusted journalists at top-notch publications. We excel at crafting tailored, compelling stories that help keep your brand top-of-mind across print, broadcast and digital channels. You’ll see the results through our media measurement and reporting and assess your share of voice (SOV) among competitors.

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