Case Study: PhRMA (Pharmaceutical Research and Manufacturers of America) achieves increased blog readership and broader audience reach with Cision Distribution by PR Newswire

Phrma Increases Blog Readership & Reaches Broader Audiences with Content Syndication

PhRMA, the trade association for leading biopharmaceutical and biotech companies, wanted to grow readership and reach audiences beyond its existing followers for its industry blog, The Catalyst. To diversify and expand traffic, PhRMA partnered with Cision/PR Newswire to develop a distribution strategy that would put timely, expert content in front of new stakeholders and influencers.

Using an A/B testing approach, PhRMA syndicated individual blog posts and tested a weekly “Week in Review” roundup via Cision Distribution’s network, applying short headlines, early CTAs and multimedia to boost pickup. Syndicating single posts proved most effective for timely coverage, driving substantial increases in targeted blog traffic and media pickup, with an average engagement score of 80 (and a 100 score for a video-enhanced release); PhRMA will continue syndication while refining timing and editorial planning.

PhRMA

Allyson Funk

Director of Communication