February 17 2022 Program Key Takeaways

Key Takeaways from Health Delivered: Telling an Industry Value Story

It took the pandemic to bring to light the value of the healthcare supply chain. In 2020, issues surrounding distribution and logistics climbed to the forefront of the world-wide conversation. The Healthcare Distribution Alliance (HDA), the national association representing healthcare distributors, captured the momentum, taking their organization – and their industry – to a new level.  

During IABC Greater Cincinnati’s February event, representatives from the HDA shared their work that recently earned them a Silver Quill Award. We appreciate HDA’s John Parker, Senior Vice President of Communications, and Farah Simonett, Vice President of Editorial and Internal Communications, for spending the hour with us.

With a data-driven strategy and artful storytelling, HDA launched “Health Delivered,” a multiyear, multichannel campaign.

The campaign’s primary components include:

• A Television Ad 
  This 30-second television ad showcased HDA member company personnel working tirelessly in the face of a global pandemic to make sure American hospitals, pharmacies, providers and patients have the critical medicines and supplies they require.
  
  
• Digital Storytelling Hub
  Launching HealthDelivered.org engaged stakeholders by amplifying stories of distributors in action. It also shared stories of how the industry is ensuring the safe, secure and reliable delivery of healthcare treatments, medical supplies and other services.
  
  
• Thought-Leadership Programs
  To keep this issue front and center, HDA works to raise industry visibility with policymakers and other key audiences. Regularly, they convene subject-matter experts (SMEs) to address issues related to COVID-19, healthcare access, and affordability.

Our speakers noted the campaign’s key learnings:

• Build strong content and solid delivery channels
• Authenticity, along with repetition, are essential
• Make the case for measurement throughout the campaign
• Be willing to take chances along the way

Benefits of the Heritage Region's Silver Quill Awards Program

John and Farah shared the value of entering the Silver Quill Awards Program for the first time. Their approach was “Why Not Us?,” which provided an opportunity to seek external validation for their work. 

Approximately 20 participants (IABC members and guests) logged on for this virtual session and the Q&A session following the presentation.