Vizient, Inc. was formed when three health care performance improvement organizations merged. Those three organizations sent members more than 25 newsletters. Vizient consolidated those into four email newsletters, and its success has earned it first place in the “Digital Publication” category of Ragan’s 2017 PR Daily Awards.
The four newsletters were aimed at the distinct interests of members: supply chain management, education and collaboration, clinical and performance improvement and research and insights. The newsletters were designed to inform and educate members about Vizient services, products, events and industry activities without coming off as a sales pitch.
The two-person team took advantage of an existing publishing platform from Business Wire that incorporated the look and feel of Vizient’s online newsroom and corporate website. The platform also allowed Vizient to capture measurable results for each newsletter, which contained highlights of articles and links to complete content on the organization’s website.
The one bimonthly and three quarterly newsletters delivered in a big way. The clean, engaging bulletins average open rates of 17–20 percent, and click-thrus are routinely above 10 percent, more than double the industry average. The newsletters have also encouraged unengaged members to reconnect with the organization. The four newsletters employ simple solutions to produce content that has tapped into subject matter experts and driven traffic to its online resources.
Congratulations to Vizient’s Gina Rogers and Donna Ledbetter.