Company: Premier Inc.
Company Description: Premier Inc. (NASDAQ: PINC) is a leading healthcare improvement company, uniting an alliance of more than 4,400 U.S. hospitals and health systems and approximately 250,000 other providers and organizations to transform healthcare. With integrated data and analytics, collaboratives, supply chain solutions, and consulting and other services, Premier enables better care and outcomes at a lower cost.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - Services
 Nomination Title: Supply Chain Resiliency Guide 2023
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
June 20, 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
Premier’s 2023 Supply Chain Resiliency Guide was developed to provide a comprehensive thought leadership resource on healthcare supply chain resiliency, with data-informed strategies and recommendations to help hospitals, health systems and providers across the care continuum solve for this challenge.
Premier has been a leading voice and actor on supply chain resiliency, a position that was amplified throughout the COVID-19 pandemic. At the pandemic’s height, Premier was relied on by public and private sector organizations to serve as a source of truth, a solution for procuring needed medical supplies, and a strategic counselor on measures necessary to address issues and mitigate risk. Post-pandemic, Premier [REDACTED FOR PUBLICATION] continued to spearhead programs to ensure a stronger healthcare supply chain while understanding that we have not – as an industry and society – heeded all the lessons learned.
Together with hospitals and health systems, supplier partners and other stakeholders across the supply chain, Premier remains steadfast in providing innovative solutions for resiliency and risk mitigation, supply continuity, competitive pricing and quality enhancement to help ensure providers maintain access to the high-quality products providers need to care for patients.[REDACTED FOR PUBLICATION]
Premier’s 2023 Supply Chain Resiliency Guide is inclusive of key trends, learnings and recommended strategies to tackle today’s most pressing supply chain challenges. Its mission was to maintain a steady cadence of information to keep these issues top of mind – and to enable long-term success for healthcare providers.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 245 words used.
Healthcare providers and leaders are seeking robust informative and holistic content on supply chain resiliency. It is often the case that content available focuses on a specific issue instead of the macro factors and dynamics at play.
A first critical step in the process was the development of a broad market survey targeting healthcare, supply chain, operations and clinical leaders from U.S. hospitals, health systems and other provider organizations. Survey insights collected informed Premier’s “how-to” guide for resiliency, and the team was able to serve up valuable information to leaders hungry for informative content on a key industry challenge.
From one example survey insight: more than 75% of respondents said their teams spend 10+ hours per week mitigating supply chain challenges and shortages. Nearly 37% spend more than 20 hours, and some organizations report 80+ hours weekly managing product availability concerns. As such, Premier developed Guide content speaking to the need – and solutions – for actionable data, predictive analytics and automation for enhanced visibility, efficiency and risk mitigation.
The corresponding Guide campaign was designed to create market awareness on a holistic approach to resiliency, and the Guide has been leveraged for lead generation, account-based marketing and dripped in social, brand, paid media and events activities.
Campaign goals included:
- Goal: 100 survey responses
- Goal: 1000+ Guide impressions
- Goal: Earned media exclusive article and 15+ pieces of coverage
- Goal: Overview blog(s) with 1,000+ views
- Goal: 400+ Guide downloads
- Goal: 25 key Premier accounts engaged
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
The 2023 Supply Chain Resiliency Guide served as a high-impact, high-value piece of “anchor content” focused on industry challenges and recommended solutions. The team designed campaign activities to support the awareness, engagement and lead generation/nurture goals for the Guide including:
TOFU – Curious:
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PR/Paid Media – exclusive article in Modern Healthcare, robust earned media coverage, targeted display ads, paid Guide promotion through Journal of Healthcare Contracting
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Social media – parsed content drip with survey insights on Premier channels, executive posts, targeted LinkedIn ads
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Inbound content & SEO – SEO keywords, Resiliency and Guide landing page, website updates
MOFU – Convince:
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Conferences/Speaking – 400+ attendees for resiliency breakfast session at Premier’s 2023 Breakthroughs Conference; QR code/Guide handouts in room
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ABM Curation – targeted member and prospect emails/newsletters, webinars, display ads
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Video – showcasing Premier’s domestic manufacturing investments; highlighted to interested targets
BOFU – Convert:
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Direct video mailer, resiliency member success stories, enablement Guide “toolkit,” slides for member business review meetings
Campaign Results:
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Direct contribution of millions of dollars in increased pipeline and revenue
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Survey responses: 233 (goal 100)
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Impressions: 12,085 (goal 1000+)
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Earned media: Exclusive secured; 60+ earned media pieces (goal 15)
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Contributed to 70% Premier SOV in FY23; 20% Tier 1 earned media
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Overview blog views: 1,641 (goal 1000)
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Guide downloads: 1,000+ (goal 400)
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Key accounts engagement: 56 key accounts engaged (goal 25)
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Awards:
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2023 NC TECH Awards, Finalist – Supply Disruption Manager
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Journal of Healthcare Contracting Women Leaders in Supply Chain
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Speaking:
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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