How could CIGNA Behavioral Health compete with far larger rivals, showcasing its expertise in combating workplace stress, depression and absenteeism and securing vital sales leads?
By having Maccabee launch a multi-layered PR, event marketing, sales promotion, trade show and Web strategy campaign spanning:
- A C-level media relations program highlighting CEO Keith Dixon, which generated a full-page editorial in Chief Executive magazine and a BusinessWeek.com video interview with Dixon about employee depression
- A business-to-business PR blitz, securing feature articles about CIGNA Behavioral in Benefits & Compensation Solutions, Employee Benefit Plan Review, Employee Benefits Planner, Behavioral Healthcare Tomorrow, Benefits & Compensation Digest, Employee Benefit News, Alcoholism and Drug Abuse Weekly and Employee Assistance Report
- A “Battlefield to the Workplace: Welcoming Back Military Personnel” PR initiative highlighting services CIGNA Behavioral Health provides for veterans returning from Iraq
- Production of a Human Resource Executives conference event at Chicago’s Drake Hotel, featuring author Dr. D.W. “One Minute Manager Gets Fit” Edington, a personal trainer from Bally’s Total Fitness, and a panel of the industry’s leading magazine editors.