Marketing Team of the Year

Recognizes the team that has achieved excellence in marketing by helping to position the company as an industry leader through creating outstanding customer experiences, impacting the culture of the organization, innovative thinking and use of technologies, showcasing collaboration and teamwork and driving amazing results.

athenahealth - athenahealth, Inc.

athenahealth creates innovative healthcare technology that connects clinicians, patients, payers and partners in differentiated ways. Our electronic health records, revenue cycle management, and patient engagement tools allow anytime, anywhere access, driving better financial outcomes for our customers and enabling providers to deliver better quality care. In all we do, we’re inspired by our vision to create a thriving ecosystem that delivers accessible, high-quality, and sustainable healthcare for all. In 2021, athenahealth announced a refreshed and revitalized brand to enhance awareness and understanding of the company, its solutions, and its vision. Through the new branding, athenahealth promotes its unique capabilities including unmatched data insights, the largest and most-connected healthcare network, and its power to connect the fragmented healthcare industry. The new brand leverages refined messaging, updated imagery, and innovative design architecture to elevate athenahealth in the market and expand awareness of its differentiated offerings. athenahealth partnered with Siegel + Gale and Colossus to create the revitalized brand. athenahealth's latest brand campaign launched on September 27, 2021, revitalizing the brand as an innovator and thought leader in the healthcare IT space. Since its launch, athenahealth’s campaign has received 281MM impressions to date, delivering 98MM paid impressions, 122MM paid audio plays, and 22MM video completes. The campaign, focused on making technology more human, features a wide variety of assets, including out of home, print, video, digital ads, social media, and more. The campaign launch performance contributed to impressive PR impact, helping to move athenahealth to the No. 1 position in Power of Voice vs. competitors. Power of Voice is defined as a measurement of the quality of content based on reputation of each publication, relevance of the article to the company, repetition of the article through social amplification, and sentiment of the article. Prior to the launch, athenahealth was No. 4 in Power of Voice. Athenahealth also moved to No.1 for Share of Voice vs. competitors. The launch resulted in numerous leads and meetings, reaching 101% of our bookings goal. Customers responded positively to the brand relaunch, with 92% of advocate respondents feeling positive or neutral about the new brand campaign, many of whom expressed their excitement to see more. athenahealth’s marketing team has worked to optimize the campaign to drive brand awareness and positive perception of our revitalized brand to reach prospects and secondary audiences. Notably, athenahealth launched Connections, a thought leadership platform to share insights from across the network. Connections was leveraged across all channels, with 20,000+ copies of the magazine reaching customers, media, employees, government officials, investors, and patients. Through this work, athenahealth won 16 industry awards over the course of 2021.

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