Adding Value and Raising Awareness for
Implantable Provider Group

Overview

Implantable Provider Group (IPG) works with healthcare providers, commercial insurance payers and manufacturers to manage all aspects of high-cost implantable medical devices.  The company’s Implantable Device Management^SM solution simplifies the complex procurement, contracting and billing associated with these devices, thereby streamlining the process and normalizing costs for all parties, while also delivering many valuable ancillary capabilities.

Objectives

IPG turned to Cookerly for assistance with a variety of marketing and public relations activities. The overall objective was to raise IPG’s visibility among target audiences -- healthcare providers, commercial insurance payers and medical device manufacturers. In addition, IPG wanted to build name recognition as a means of establishing credibility for itself as both an employer and as a business partner.

Strategy and Tactics

Cookerly recommended that IPG implement a multi-pronged approach, focusing on media relations and an awards program. Media relations targeted Atlanta business media and national trade media at the outset, while the awards program focused on securing honors related to IPG’s outstanding growth, excellent customer service and entrepreneurial executives.

Cookerly also assisted IPG with a number of key marketing activities including:

• development and writing of quarterly newsletters for healthcare providers and device manufacturers;
• researching trade media advertising rates and assisting with the development and placement of a series of ads;
• interviewing current partners and developing a series of testimonials for use on the website and in other marketing materials.

Results

In a little more than a year, Cookerly secured more than 60 placements with a combined ad value of more than $890,000. These placements included a feature story in the Atlanta Business Chronicle, a bylined article in Business to Business magazine and many other mentions of IPG’s accomplishments in trade media. Cookerly also assisted IPG in securing and publicizing several awards, including a ranking as the 6th-fastest growing healthcare company in the Inc. 500 and honors for IPG’s co-founder as one of Atlanta’s top five entrepreneurs.