Problem:
A major Canadian group benefits insurer wanted to provide Canadian employers with timely guidance on emerging health trends to aid organizations with their employee wellness and benefits decisions. The challenge was to use the insurer’s powerful health claims data to tell smarter stories and position the company as a trusted authority.
Solution:
Gregory led the strategy and execution of a new series of insight-driven special reports that explored real health trends through the lens of national claims data and expert analysis. His team shaped the editorial direction, working cross-functionally with leading medical experts, compliance, legal, and media relations. Multi-channel campaigns were built around each release. Topics included adult ADHD, heart health, and broader trends in employee wellness—each grounded in proprietary data and actionable recommendations.
Results:
One report earned over 13.5 million media impressions, and several were picked up by national news outlets. The success of the series helped reposition the insurer as a credible health partner—not just a benefits provider. The reports also won two 2024 PR Daily Awards for Best Thought Leadership Campaign and Best Use of White Paper/Special Report.
