The New Definition of “Top-Tier” Media

Danielle Kirsch

When evaluating the media landscape, marketing teams oftentimes define “top-tier” according to what they think their audiences are reading, highest impressions or what will resonate most with leadership. However, they need to think about it a bit more broadly by considering publications that are also influential in terms of generating potential syndication. In that way, it is crucial to identify and pursue the validating outlets in your industry that can help extend your story and increase visibility to your content. 

UpWell Health

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Case Study: UpWell Health

UpWell Health provides healthcare services and support for people living with chronic conditions. The company recently conducted a survey examining the impact of diabetes on everyday life. The survey uncovered that the “costs” of this chronic condition are more than just financial, impacting relationships, recreation, employment, mental health and more.

Tasked with developing a strategy to promote the findings, PAN developed a story that would resonate with the 30 million Americans living with diabetes, honing in on the statistic: ‘45 percent of people with diabetes sometimes forgo care because they can’t afford it.’ PAN also encouraged UpWell to develop the True Cost of Diabetes report with more comprehensive findings for journalists to link back to.

PAN conducted extensive embargoed media outreach and secured more than 45 pieces of coverage in key business, trade and broadcast publications and more than 150 million impressions.

The momentum began with a strong CBS MoneyWatch feature. PAN worked diligently with a journalist at the publication before launch to discuss how our findings could drive a broader story she was writing on the American Medical Association’s call to action, urging the government to lower insulin prices. PAN coordinated the article to land just as UpWell released the data, and it resulted in some stellar traction: it was syndicated in several regional publications and also referenced in stories at CNBC, WebMD, HealthDay, the Washington Post and 16 local broadcast stations, including NBC, ABC and FOX affiliates in core markets such as Green Bay, Buffalo, South Florida, Denver, Cincinnati and more.

PAN also worked diligently to funnel the coverage into a curation strategy across UpWell’s social networks to boost visibility. Two U.S. Senators also tweeted about the report, resulting in more than 800 social engagements (likes and retweets). The team continued to work with journalists to secure stories once the report was live, leveraging research announced during the American Diabetes Association’s 78th Scientific Sessions for follow-up touchpoints.

Conclusion

The next time you think about “top-tier,” consider publications that have the greatest potential influence through syndication, as well as how to time the launch of your data to drive broader conversations. Feel free to reach out to us to learn more about strategies to help elevate your next data-driven campaign and amplify awareness.

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