Adapting Marketing Strategy to a Global Pandemic
While COVID-19 ravaged the globe in early 2020, companies scrambled to find ways to remain relevant and also project the right tone given the sensitivity of the crisis. As a healthcare data analytics and technology company, Pareto Intelligence was in a unique position to offer relief to health plans and provider organizations via complimentary access to its solutions. In less than two weeks, the Pareto marketing team took a concept to fully developed marketing campaign and launched it to the market.
The campaign centered around Pareto’s “COVID-19 Tool Kit,” a packaged offering of free versions of our solutions to help companies weather the coronavirus storm.
Project Overview
Dates: March 2020 to August 2020
Strategy & Project Manager: Bre Bush
Copywriter: Bre Bush
Designer: Tammy Allen (portfolio)
This campaign is a Graphic Design USA 2020 American Inhouse Design Award winner.
Landing Page
Social Media
Thought Leadership
- Analysis of COVID-19 and Telehealth Impact on Risk Adjustment
- Using Social Determinants of Health to Combat COVID-19
Key Results
- 21 companies “signed up” for the kit; with average client value at $300K, that’s up to $6.3M revenue potential from this campaign
Once the initial campaign concluded, we partnered with Pareto’s Analytics team to develop an ongoing initiative to share a month-by-month analysis of claims activity, demonstrating the impact of COVID-19 on the services and places of service utilized by members.
Landing Page
Email – July Updates
Social Media
Key Results (Organic & Paid)
- 22k+ total impressions
- 268 total clicks
- 7.9% organic engagement rate