The goal
Breaking through the noise
A health IT company offering highly customized provider network solutions faced a familiar challenge: being heard in an overcrowded payer market. While the platform delivered clear value through tailored network design and analytics-driven optimization, the company’s voice was being drowned out by larger, louder competitors.
The goal was straightforward but ambitious—dramatically increase visibility among healthcare payers and industry decision-makers, elevate credibility in trade media, and establish the company as a serious, differentiated player in provider network optimization.
KNB Communications was engaged to help move the brand from background noise to market presence—fast.
The strategy + approach
From whisper to roar—strategically
KNB built a focused PR strategy designed to expand share of voice where it mattered most: payer-focused and trade-specific media. Rather than pursuing broad, unfocused exposure, the program emphasized precision—targeting outlets and narratives that aligned directly with healthcare payer priorities.
The approach included:
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Developing clear, differentiated messaging around customized provider network design
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Positioning company leaders as experts in payer strategy and network optimization
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Securing earned placements in high-impact, trade-specific publications trusted by payer audiences
This disciplined, media-first strategy ensured every placement worked harder—contributing not just to reach, but to competitive positioning.
