Case Study: Helios boosts share of voice in a competitive market with Marketing Works

Helios boosts media coverage by 117% with Marketing Works

The customer, Helios, a leading pharmacy benefit manager formed from a merger, faced the challenge of maintaining its position as an industry thought leader in the highly competitive workers' compensation market. They needed to increase their share of voice in trade and national media, a task made more critical by the upcoming introduction of their new brand. To address this, they worked with the vendor Marketing Works and utilized its Share of Voice analysis service.

Marketing Works implemented a strategic media relations plan that included creating a content calendar, expanding target media lists, and increasing the number of subject matter experts available for commentary. They focused on securing placements in ideal publications and generating coverage around the new brand launch. As a result, Marketing Works helped Helios achieve a 117% increase in overall media coverage from the previous year, securing the second-highest amount of coverage among its competitors and establishing it as a leading voice in the industry.

Helios