Challenge: After years of success, the client was seeking to raise its profile as a consumer and customer-focused employee benefits expert in an increasingly competitive and volatile healthcare marketplace. To achieve this, KRC worked to pair research revealing employee benefits preferences with news about the client’s services to highlight the company’s role as a thought leader in employee benefits.

Research Solution:
The client’s thought leadership platform developed out of a number of studies KRC designed including:

• “The Year of the Informed Health Consumer”– A national consumer survey.
• “An Anxious Workforce Both On and Off the Job” – A national survey of employees after September 11
• “The Rise of the Workplace Investor” – A national survey of employees and employers
• “The Ever-Increasing Needs of Overseas Workers” – A survey of expatriates from 200 companies
• “Workplace Benefits at Your Fingertips”– A national survey of employees and employers

Results: Based on the survey results, our client mounted a public relations program reaching millions of consumers with their thought leadership messages. A total of 19.3 million people were reached through national media, including The New York Times, The Wall Street Journal, USA Today and NBC Nightly News and 13 million more were reached through regional print, radio and television. The program won a Silver Anvil award from the Public Relations Society of America.