Heralding the “Fair Price Revolution” in Healthcare: Healthcare Bluebook (Healthcare)
Launching of Healthcare Bluebook’s consumer-friendly, cost-comparison search tool
Healthcare Bluebook is a company with a bold mission: Combat the lack of transparency in healthcare pricing and lead a revolution to empower people everywhere to become better healthcare consumers. The company developed a first-of-its-kind online platform that gives people the tools to price shop healthcare services before making an appointment. The platform gives a “Fair Price” for services and performs price and quality comparisons to provide the consumer with the most cost-efficient options available for any given procedure, treatment or medication.
After serving primarily businesses with its groundbreaking service, Healthcare Bluebook decided to offer up this powerful platform directly to consumers in a pilot program targeting residents of Nashville and other Middle Tennessee counties. Prior to launching the platform to consumers in the region, Healthcare Bluebook reached out to the Bradford Group for assistance in boosting the awareness of the launch, presenting us with a two-month time window in which to design and execute a publicity plan.
Armed with aggressive news coverage goals, we created a plan that combined a press conference with ongoing story pitching to local, regional and healthcare trade news outlets. The press conference in Nashville’s Music City Center attracted journalists from every newspaper and all four television networks, resulting in coverage that dominated the local news. Bottom line: We exceeded the lofty news coverage goals we were given by Healthcare Bluebook.
The Bradford Group raised awareness for Healthcare Bluebook’s website launch by::
- Organizing a press conference, which was attended and covered by every TV station in Nashville and all major print media.
- Exceeding the client’s publicity goals by securing coverage in all target media publications in the region, including television and print media.
- Creating timely story angles that tied in with current events and regulatory happenings, in order to spread the word about Healthcare Bluebook not only locally, but nationally as well.
Some of the most prominent media placements included lengthy segments on Fox 17 and News Channel 5 (CBS), as well as a column in the Tennessean, Nashville’s daily newspaper, and trade media placements, including Kaiser Health News. By targeting the correct media for the launch, we were able to effectively communicate the power of Bluebook’s service to our target audience.