OUR PROCESS

Step 1 - Messaging: Since the concept of health information exchanges can be complex, Bohlsen Group worked closely with the IHIE team to become experts and determine how to refine and differentiate messaging across a wide range of audiences including existing and potential customers and even internal IHIE employees.

Step 2 - Tactics: IHIE has several product specific sales materials but at the time did not have any materials that provided a comprehensive overview of all products, services and audiences. Based on this, we determined we would develop a visual sales sheet that provided a concise overview of all these elements. We also worked with the IHIE team to identify a wide variety of relevant topics for the animated videos such as defining a health information exchange, visualizing an IHIE case study and highlighting IHIE company culture. In addition to marketing materials, we developed a targeted earned media outreach plan with a focus on raising awareness of IHIE and their impact in the health information exchange space.

Step 3 - Execute: Bohlsen Group worked with IHIE’s internal team to develop the comprehensive sales sheet mentioned above, using refined and concise messaging to help grow existing client business and attract new customers. We also developed a consistent look, feel and sound across the three highly engaging and modern animated videos for use on IHIE's website, social media channels and to further support sales initiatives. Our earned media plan consisted of four priorities targeted at Indianapolis media and members, specifically healthcare industry, medical or business reporters with a secondary focus on national coverage in the healthcare space.