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The TriZetto Group (NASDAQ:TZIX), one of the nation’s largest providers of software and services to managed care organizations. Business ChallengeChronically low profile. Although TriZetto’s payer customers serve 40 percent of the U.S. population, TriZetto had received average healthcare trade press, minimal analyst mindshare and little attention from national reporters.Schwartz PR StrategySchwartz Communications, experts in medical technology and managed care, set out on a mission to bolster trade media and analyst coverage, business press introductions and speaking engagements. Schwartz translated TriZetto’s technical advantage into marketing advantage, packaging a story of how the company is changing managed care. Schwartz contacted the influential writers at the major trade publications to re-introduce the company, its products and customers. In addition, Schwartz cultivated relationships with entire publication staffs—from editors-in-chief to freelance contributors—and positioned TriZetto’s CEO and top executives as experts on a broad range of healthcare issues, including managed care, HIPAA, defined contribution, care and disease management, consumerism in healthcare and the rising costs of care. Simultaneously, Schwartz approached the healthcare reporters at business media. Schwartz introduced the CEO’s leadership story, including his first-hand experiences with the healthcare system as a chronically ill patient. Schwartz shared two bylined articles on the CEO’s vision for managed care with the national press to validate TriZetto’s expertise and position the company as an industry leader, then placed the articles in top-tier trade publications Managed Care and Health Management Technology. In addition, Schwartz arranged for TriZetto to begin regularly briefing the major industry analyst firms such as Gartner, Forrester, IDC and others that track the managed care market. ResultsHealthy media and analyst coverage. Schwartz secured consistent and regular standalone PR coverage in the major trades, including Managed Healthcare Executive, Managed Care, Advance for Health Information Executives, Healthcare Informatics, Health Management Technology, Health Leaders, Health Data Management, Managed Care Week and more. The tools for this steady stream of exposure are customer case studies, trend articles, bylined pieces, product news and executive “guru” positioning. On the business front, Schwartz arranged meetings with Time, Dow Jones, The Wall Street Journal, BusinessWeek, Forbes, Fortune, The New York Times and Investor’s Business Daily, among others. Schwartz secured pieces on TriZetto in Bloomberg, Investor’s Business Daily and TriZetto’s local business publications, the Orange County Register and Orange County Business Journal. These public relations efforts culminated in CEO profiles in both BusinessWeek and The New York Times.Schwartz ratcheted up industry analyst awareness, propelling the company into more than a dozen analyst reports from the leading firms. In a PR coup, TriZetto took top spot in several firms’ leadership quadrants. On the speaking front, Schwartz placed TriZetto executives on the programs of the most important healthcare conferences, such as HIMSS and NMHCC.Schwartz continues to tell the TriZetto story, keeping the company front and center in the managed care discussion to help support TriZetto’s sales, brand, partnerships, valuation and more.
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"Schwartz Communications has accelerated our marketing efforts with aggressive PR. We've seen an uptick in quantity and quality of media coverage, from valuable regional articles to editorial awards to trade coverage."John Plunkett
Vice President of Marketing, GetWellNetwork |
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