When it comes to choosing a healthcare provider, the
consumer experience is akin to shopping at a store
without any prices...
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Castlight summit case study draft pending client approval 08 04 14

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Castlight summit case study draft pending client approval 08 04 14

  1. 1. When it comes to choosing a healthcare provider, the consumer experience is akin to shopping at a store without any prices. Enter Castlight Health – an enterprise cloud services provider that arms employers and employees with the healthcare price and quality information they need to make better, cost-effective decisions. In tandem with the introduction of their Enterprise Healthcare Cloud platform, Castlight Health held their first annual Enterprise Healthcare Summit, and asked WCG to create a comprehensive content, marketing, social and PRstrategy designed to spread awareness of their ecosystem’s offering, and highlight the company’s ability to create a quality-driven, more affordable and transparent healthcare industry. WCG created a comprehensive and integrated PESO strategy that included: • PR: Developed pitches, conducted media outreach and coordinated onsite interviews with top-tier business, healthcare and technology outlets, highlighting Castlight’s recent analysis on healthcare pricing discrepancies and CFO survey. • Content: Employed an onsite editorial team to create real-time blog posts and infograms, and conducted 1:1 speaker video interviews from the Summit floor. • Social: Utilized a multi-channel approach – organic and paid -- to maximize engagement before and during the Summit, and both grow and increase engagement of Castlight’s social properties. • Paid Search: Conducted keyword research, developed ads and launched a paid search campaign for the week of the Summit. • Garnered more than 25 media placements, including a signature story in the Wall Street Journal on the day of the Summit • Developed and published 4 real-time blog posts, 17 branded images and 9 videos to the Summit content hub • Tremendous growth and visibility for Castlight brand and content online: • 3.8M potential impressions of Castlight brand on Twitter • 500% increase in average daily follows during Promoted tweet campaign compared to 7 days prior CHALLENGE APPROACH RESULTS Castlight Health
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