Content Marketing to Promote Thought Leadership
LogistiCare was under pressure to reverse a negative online reputation and rapidly remake their image. As the largest non-emergency medical transportation (NEMT) company in the country, they managed over 25 million rides to and from healthcare providers annually. Though their error rate was low compared to overall volume of rides, accidents did occur – along with negative press.
State Agencies that manage transportation for Medicare and Medicaid recipients were their key source of revenue and the pool of Agency Directors who didn’t hold contracts with them was small. Every multi-year contract that went out for bid was under heavy scrutiny by local advocacy groups who flagged negative company coverage.
We created a content marketing strategy to balance online coverage and showcase thought leadership. With internal stakeholder and market research, including business-to-business data, we developed a strategic direction for the LogistiCare brand, including key messaging and a content platform. This work led to the initiation of a content generation and management solution that published strategic marketing messages and thought leadership across multiple channels on a weekly basis.
A centralized marketing approach improved online reputation and promoted thought leadership across multiple online channels. Core messaging balanced negative press coverage and positioned the company well in the competitive landscape.