{"id":21870,"date":"2024-04-20T12:14:35","date_gmt":"2024-04-20T17:14:35","guid":{"rendered":"https:\/\/pancom.wpenginepowered.com\/?post_type=case_study&p=21870"},"modified":"2025-04-23T12:22:21","modified_gmt":"2025-04-23T17:22:21","slug":"redefining-category-leader","status":"publish","type":"case_study","link":"https:\/\/www.pancommunications.com\/work\/case-studies\/redefining-category-leader\/","title":{"rendered":"Redefining a category leader"},"content":{"rendered":"
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Solution<\/h2>\n\n\n\n

Going against the grain\u2014with credibility and empathy<\/h3>\n\n\n\n

The approach was to build a platform that addresses a wide array of trends. With the company\u2019s high-profile chief medical officer, notable customer announcement, and research-backed content\u2014PAN\u2019s goal was to build trust in the company and its expertise across the healthcare industry.  <\/p>\n\n\n\n

Next, PAN developed a strategic thought-leadership platform to elevate the company\u2019s Chief Medical Officer (CMO) as a leading voice to address the current state of healthcare, making a big bet that empathy would be a salient topic that authentically contributes to the company\u2019s goals of owning their category.  <\/p>\n\n\n\n

The company\u2019s media presence quickly gained momentum.  <\/p>\n\n\n\n

Within weeks, publications like Forbes, Harvard Business Review, Quartz and Axios were sharing insights from the CMO. Every article mentioned the company, connecting thought leadership efforts.  <\/p>\n\n\n\n

For trade publications like Healthcare IT News and Chief Healthcare Executive, the CMO shared insights about the patient experience and the cost-of-living crisis\u2014backed by company-owned data. To round out this thought leadership strategy, PAN also leveraged 2023 predictions that the company\u2019s CMO developed, centered around ethics in healthcare, patient experience, and burnout among staff. <\/p>\n\n<\/div><\/div>\n\n

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result<\/h2>\n\n\n\n

Building an empathy-driven platform <\/h3>\n\n\n\n

PAN successfully made the company the unparalleled category leader and positioned their CMO as the voice to usher an empathy-first healthcare experience.  <\/p>\n\n\n\n

Media KPIs across the business media and healthcare verticals nearly tripled. The 36 pieces of coverage for the company included top-tier business media and influential healthcare verticals. This showed a 106% increase in coverage quarter-over-over. PAN\u2019s thought leadership platform skyrocketed the CMO\u2019s media coverage 116% within just one quarter.  
  
Throughout the campaign, PAN monitored performance across key healthcare competitors, measuring both competitive share of voice (SOV) and key message pull-through.  
  
By the end of Q4, the company had 62% of the SOV and landed in first place in all three key message categories\u2014with 37 media articles including their category term and its second-closest competitor coming in at 13 mentions. \u00a0<\/p>\n\n\n\n

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More work<\/h2>\n\n\n\n

See more<\/h4>\n\n\n\n

good stuff<\/h4>\n\n\n
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