Challenge
Aon Corporation, a leading provider of risk management services, insurance and reinsurance brokerage, human capital and management consulting, and specialty insurance underwriting, was looking to enhance its visibility as a risk management provider. The American Society of Healthcare Risk Management (ASHRM) annual conference provided an opportunity to leverage the impact of a well-designed communication program and announce the results of Aon's actuarial study, the Hospital Professional Liability and Physician Liability Benchmark Analysis.

Our Solution
KemperLesnik was brought in to develop and implement a communications strategy to help Aon achieve increased visibility. The program was designed to meet three key goals: create awareness among top-tier health care, insurance and general business audiences through media exposure; create buzz among ASHRM conference participants; and stimulate interest in Aon's conference presentation. By year three, the study's findings were correctly expected to stabilize. So we shifted media launch focus from a dramatic news announcement toward greater internal communications and the utilization of new social media venues, including blogs and podcasts.

Results
First conducted in 2004, the Hospital Professional Liability and Physician Liability Benchmark Analysis has been received in the marketplace with much fanfare. The media campaign led by KemperLesnik generated more than five million print and online media impressions in 2004, and nearly seven million in 2005. In 2006, despite the challenging storyline, 6.7 million impressions were achieved by the team. This success is largely attributable to the strategic inclusion of social media vehicles, which provided incredibly fruitful results by helping to spread the news of the study's results, greatly increasing the number of media impressions made.