Change Healthcare

A leading provider of software and analytics, network solutions and technology-enabled services designed to enable smarter healthcare; the company’s Intelligent Healthcare Net- work™ includes the single largest financial and administrative network in the United States.


Challenge: After several acquisitions, the company formerly known as Emdeon Inc. required a strategic rebranding initiative to coincide with its new off erings and new name: Change Healthcare.

  • Make a bold statement in the market
  • Build brand awareness around the company’s freshly energized, forward-facing identity
  • Secure meaningful, thought-leadership media coverage

Approach: Increased awareness of the new brand among target audiences by sharing the company’s story and vision, highlighting many key internal thought leaders.

  • Leveraged established connections with numerous healthcare trade and consumer
    media outlets
  • Developed a strategic media relations campaign around a highly relevant theme
    and three complementary sub-themes
  • Ensured media coverage centered on a unified corporate message that emphasized Change Healthcare’s long-standing and ongoing customer-focused mission

Securing more than 60 media placements over ten months in a wide range of trade and consumer publications resulted in nearly 2 million impressions. The variety of media content successfully increased brand awareness and helped build momentum for continued growth.





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