When the nation’s largest Medicare HMO, PacifiCare, launched its product in the Southeast, it turned to Thorp & Company to develop its strategic entry into the marketplace. Recognizing the importance of public perception, Thorp & Company created a grass roots public relations campaign to help the healthcare provider quickly gain reputation and customers.

To raise awareness of PacifiCare and position it as a good corporate citizen, Thorp & Company developed several community-outreach programs that generated a measurable increase in positive news coverage and a change in community perceptions. Working in conjunction with local school boards, the agency created the “Working the Dream” essay contest that awarded winners with scholarships from PacifiCare.

To create “buzz” surrounding the contest and PacifiCare, Thorp & Company announced winners at community rallies. Led by the Miami Heat cheerleaders, the events were attended by local civic leaders, elected officials and hundreds of students and their families. In addition, producers of “Hoop Dreams,” a basketball documentary, and members of the Miami Heat joined in making the event a fantastic success.

Thorp & Company’s efforts helped to establish PacifiCare as a strong contributor to local communities as well as raise awareness of the company through a series of feature articles that appeared in major newspapers. In addition, the company received coveted broadcast coverage from the local affiliates of NBC, CBS, ABC and FOX television.
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