Case Study: Living with KC

How to Maximize ROI from Your Healthcare Marketing Budget

PR Daily Recognizes Collaborative Campaign from Next Step Communications & Packard Innovations as Finalist for Health Care PR & Marketing Campaign of the Year

In today’s marketing vernacular, there is great buzz and awareness around the term ‘integrated marketing’ but surprisingly few know what it means, how it works, and perhaps most importantly how to measure if the methodology is actually working. The good news – it does work and can be successful without 1990s big blue sky budgets.

For our purposes, Integrated Marketing is the combination of public relations, website SEO, CRM management, digital content, and paid digital advertising/sponsorship. Next Step Communications believes each of these disciplines has lasting and demonstrable marketing benefits. However when skill sets are aligned, truly collaborative magic happens!

For the last few years, NSC has partnered with Packard Innovations and Avedro (now part of Glaukos) to execute an integrated marketing program to raise awareness for a treatment for a rare vision condition called Keratoconus (also known as KC). 

The marketing machine tested campaign concepts and found ways to share impactful patient stories, all driving back to a digital destination and physician locator. Working as one integrated campaign allowed us to drill down and understand marketing costs associated with each new patient inquiry and demonstrate how true ROI can be measured. 

NSC is proud to share that our agency, along with Packard Innovations and a wonderful client who is hip deep in our collective work, has been selected as a finalist for the Health Care PR and Marketing Campaign of the Year Award by Ragan’s PR Daily for our 2019 campaign.

This award recognizes the most outstanding public relations campaigns and initiatives of the year spanning all areas of communication, from media relations to content and social media. 

For six years, Next Step has never sought the spotlight for our work, but this campaign and the impact it has made to support education for this rare disease population is important. In addition, each of our colleagues deserves to have their work recognized by marketing peers. So congrats to all!

Learn More About How Our Integrated Campaign Drove ROI for Avedro – Download the Case Study

If you are interested in knowing more about the campaign, we are happy to share strategy, tactics, and results. Naturally we’d welcome a conversation if you are interested in how our view of integrated marketing might be of interest to your organization.

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