Healthcare associated infections (HAIs) are responsible for more than 75,000 deaths annually in the United States. This is more than auto accidents and breast cancer combined. PDI Healthcare enlisted Rosica’s help with this effort amidst a time when the industry was navigating a rapidly changing environment due to the Affordable Care Act.
The company produced several products designed to reduce preventable infections but felt it had a much deeper mission, to distinguish itself as a trusted advisor and go-to resource for information and education that improves patient outcomes and saves lives.
Acting as a “thinking partner,” Rosica Communications, PDI’s agency-of-record for more than 11 years, worked with company – its staff and partner agencies – to develop and execute an integrated marketing campaign. This entailed a rebranding initiative with new logo and tagline, “Be the Difference.” We employed a content marketing program, KOL education initiative and media relations effort that culminated in a robust thought leadership platform centered on the importance of infection prevention. We utilized their in-house key opinion leaders and developed white papers and bylined articles around healthcare reform and value-based patient care issues. In addition, we launched dozens of new products, secured Q & A and “ask the expert” columns, kill claim updates and developed a crisis communications plan.
Rosica delivered a steady stream of strategic trade media placements in multiple healthcare verticals including dental, long term care, nursing, hospital, physician, healthcare purchasing, infection prevention and others.
We also supported the company’s corporate communications efforts, including a 35th anniversary celebration and the opening of a new Innovation Center in New Jersey. Within 24 months of the re-branding, in conjunction with PDI’s in-house team and agency partners, brand awareness grew from 42 percent to 96 percent among its target audiences and sales more than doubled during the same period.