COVERWRAP

COVERWRAP THE

Up Close

A PAC Publication

With Founder Bill Kenyon

In This Issue Engage, educate, and empower patients to live healthier, happier lives. What does patient centricity really mean? Optimizing patient engagement. The 21st Century Patient.

Up Close

With Founder Bill Kenyon

Here’s a rare, up-close interview with Bill Kenyon, the founder of the original Coverwrap Program. His vision for the media company 30 years ago was to create a direct marketing platform that opened C-Suite doors, reached in-office patients at the point of care, and achieved immediate results for his clients. Publishers’ Alliance Corporation remains successful today.The Coverwrap Program is a print media platform. Why has it remained successful, despite the digital revolution? The simple answer is that the program works. And it has proven its ability to get unprecedented ROI for our clients. Communication with top-level executives and decision makers is difficult to achieve. Mass advertising, whether digital, broadcast or print, doesn’t create industry relationships – it takes highly targeted, direct communication and reciprocity. That fact has never changed, and it’s why the Coverwrap Program has

In your opinion, what are the program’s strongest aspects? The simplicity of it coupled with unfettered access and continual communication that it affords our clients with their business prospects, clients and in-office patients. It raises brand awareness at the top of the purchase funnel, gets the necessary conversations going, and drives immediate action. Most media companies are thrilled to attain 40% reach for their advertisers. You can imagine how satisfied our clients are when they realize their sponsored advertising is reaching 100% of their target market. Are there misconceptions about the program? The biggest misconception is when companies think our program is too small and simple to make a difference in their marketing program. In reality, it’s the only direct marketing program that ensures they will reach their highly targeted prospects without fail. The Coverwrap Program is so targeted we ONLY sell to companies that want to reach a very defined audience of business executives, decision makers, and in-office Point-of-Care patients. It’s not for the advertiser who wants to reach the masses. How long do PAC’s clients usually continue their Coverwrap Program? We’ve had clients that have renewed their programs and sponsorships for as long as 20 years. It is rare for a company not to renew their Coverwrap Program because they see the return on their

remained so successful. We stuck to our core business strengths and we knew the pro-

investment so quickly.

gram would sustain evolving technologies.

What do you envision for the future of the company?

What led to your idea for this program 30 years ago?

I have kept the company going this long not out of ne-

I was a marketing executive for Time, Inc and running field offices for its primary publication. I developed the Coverwrap concept to more directly reach decision makers and increase circulation. We wanted to grow our circulation and give small and large companies an opportunity to more effectively reach their prospects while also communicating with them throughout the year. In a partnership with Time, Inc, they gave me three years to make it profitable. It took me 8 months!

cessity, but because I know it has legs and potential for even more growth. I believe Publishers’ Alliance Corporation (PAC) is positioned to see new growth and opportunities in the near future. My wife, France, has been instrumental in growing the Coverwrap Program, and she is prepared to take it to the next level.

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Up Close

With Founder Bill Kenyon

Here’s a rare, up-close interview with Bill Kenyon, the founder of the original Coverwrap Program. His vision for the media company 30 years ago was to create a direct marketing platform that opened C-Suite doors, reached in-office patients at the point of care, and achieved immediate results for his clients. Publishers’ Alliance Corporation remains successful today.The Coverwrap Program is a print media platform. Why has it remained successful, despite the digital revolution? The simple answer is that the program works. And it has proven its ability to get unprecedented ROI for our clients. Communication with top-level executives and decision makers is difficult to achieve. Mass advertising, whether digital, broadcast or print, doesn’t create industry relationships – it takes highly targeted, direct communication and reciprocity. That fact has never changed, and it’s why the Coverwrap Program has

In your opinion, what are the program’s strongest aspects? The simplicity of it coupled with unfettered access and continual communication that it affords our clients with their business prospects, clients and in-office patients. It raises brand awareness at the top of the purchase funnel, gets the necessary conversations going, and drives immediate action. Most media companies are thrilled to attain 40% reach for their advertisers. You can imagine how satisfied our clients are when they realize their sponsored advertising is reaching 100% of their target market. Are there misconceptions about the program? The biggest misconception is when companies think our program is too small and simple to make a difference in their marketing program. In reality, it’s the only direct marketing program that ensures they will reach their highly targeted prospects without fail. The Coverwrap Program is so targeted we ONLY sell to companies that want to reach a very defined audience of business executives, decision makers, and in-office Point-of-Care patients. It’s not for the advertiser who wants to reach the masses. How long do PAC’s clients usually continue their Coverwrap Program? We’ve had clients that have renewed their programs and sponsorships for as long as 20 years. It is rare for a company not to renew their Coverwrap Program because they see the return on their

remained so successful. We stuck to our core business strengths and we knew the pro-

investment so quickly.

gram would sustain evolving technologies.

What do you envision for the future of the company?

What led to your idea for this program 30 years ago?

I have kept the company going this long not out of ne-

I was a marketing executive for Time, Inc and running field offices for its primary publication. I developed the Coverwrap concept to more directly reach decision makers and increase circulation. We wanted to grow our circulation and give small and large companies an opportunity to more effectively reach their prospects while also communicating with them throughout the year. In a partnership with Time, Inc, they gave me three years to make it profitable. It took me 8 months!

cessity, but because I know it has legs and potential for even more growth. I believe Publishers’ Alliance Corporation (PAC) is positioned to see new growth and opportunities in the near future. My wife, France, has been instrumental in growing the Coverwrap Program, and she is prepared to take it to the next level.

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Engage, Educate and Empower Patients

Sitting in a waiting room at the doctor’s office, hospital or pharmacy is not always the most comforting or relaxing environment. Thoughts and emotions fill our minds and bodies and those of our family members if they’re with us for support. The point of care naturally creates a setting in which we become increasingly alert and attentive to our health concerns. Engaging, educating and empowering patients at this very moment is a tremendous opportunity and a responsibility for brands seeking to become a serious

part of a patient’s life. Finding the appropriate moment to intervene to provide a patient with needed information can be difficult for most channels. These circumstances require a comforting and informed touch. Coverwraps provides this through an “on-demand” approach that engages patients by speaking to them through trusted and recognized media. Feeling at ease and creating trust is essential for the patient and gives them the confidence to ask their healthcare provider for more information on a product or treatment. Combined with our latest interactive mobile technology, you can move with the patients from within the point of care environment directly to their daily lives at home and work. To learn more, contact Publishers’ Alliance Corporation at Info@Coverwraps.com or 772.231.9496.

What does patient centricity really mean?

Patient centricity in your communications efforts will drive the most success for healthcare and wellness brands. We’ve talked about it before on our social media pages, and there are numerous articles and studies now coming to the same conclusion. It’s no longer a “the tail wags the dog” relationship regarding patients making health-related decisions based on their healthcare provider’s assessments. It’s very much a mutual decision-making process. With over 50% of patients reporting that they make the final decision for their health, whether it’s a procedure or a treatment regimen, brands must show greater

reverence for the patient where their product is ultimately consumed. However, brands must be wise to not think patients are going to be convinced to select a drug or treatment in the same mode a healthcare provider selects it. What’s more, being truly patient centric requires the perfect balance between message, timing and environment. In other words, some traditional avenues for point-of-care messaging may not fit the “patient centric” model effectively. In fact, we believe this has introduced a classic situation in which the Coverwrap program has become more relevant than ever before. Combined with mobile technology enhancements available at every point of care, the Coverwrap program is helping usher in an era where patient engagement has evolved into true relationships that live beyond the exam room. It’s strengthening brand loyalty and improving prescription adherence.

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Engage, Educate and Empower Patients

Sitting in a waiting room at the doctor’s office, hospital or pharmacy is not always the most comforting or relaxing environment. Thoughts and emotions fill our minds and bodies and those of our family members if they’re with us for support. The point of care naturally creates a setting in which we become increasingly alert and attentive to our health concerns. Engaging, educating and empowering patients at this very moment is a tremendous opportunity and a responsibility for brands seeking to become a serious

part of a patient’s life. Finding the appropriate moment to intervene to provide a patient with needed information can be difficult for most channels. These circumstances require a comforting and informed touch. Coverwraps provides this through an “on-demand” approach that engages patients by speaking to them through trusted and recognized media. Feeling at ease and creating trust is essential for the patient and gives them the confidence to ask their healthcare provider for more information on a product or treatment. Combined with our latest interactive mobile technology, you can move with the patients from within the point of care environment directly to their daily lives at home and work. To learn more, contact Publishers’ Alliance Corporation at Info@Coverwraps.com or 772.231.9496.

What does patient centricity really mean?

Patient centricity in your communications efforts will drive the most success for healthcare and wellness brands. We’ve talked about it before on our social media pages, and there are numerous articles and studies now coming to the same conclusion. It’s no longer a “the tail wags the dog” relationship regarding patients making health-related decisions based on their healthcare provider’s assessments. It’s very much a mutual decision-making process. With over 50% of patients reporting that they make the final decision for their health, whether it’s a procedure or a treatment regimen, brands must show greater

reverence for the patient where their product is ultimately consumed. However, brands must be wise to not think patients are going to be convinced to select a drug or treatment in the same mode a healthcare provider selects it. What’s more, being truly patient centric requires the perfect balance between message, timing and environment. In other words, some traditional avenues for point-of-care messaging may not fit the “patient centric” model effectively. In fact, we believe this has introduced a classic situation in which the Coverwrap program has become more relevant than ever before. Combined with mobile technology enhancements available at every point of care, the Coverwrap program is helping usher in an era where patient engagement has evolved into true relationships that live beyond the exam room. It’s strengthening brand loyalty and improving prescription adherence.

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Optimizing Engagement

The opportunity to engage with patients more directly and continuously has become progressively important in our industry. Reasons include increasing prescription rates for a particular treatment and patient adherence to

the prescription, but those reasons also include building meaningful, long-lasting relationships with patients as consumers. “Reaching the Engaged Patient of the Future”

journeys. With 52% of patients recently reporting that they initiate new treatment discussions with their physicians, how you engage them has never been more critical. And how your brand becomes a knowledgeable and credible source for patients taking control of their health is a

explores how this has gradually become more important since the 1990s.

big challenge. But the solution is simple: With Coverwraps’ unmatched credibility and

Having the ability to reach patients as consumers at strategic points, like the point of

and empower patients and families in a meaningful, memorable way.

care, creates a moment-specific opportunity to reach the patient and gain their trust. To truly understand how important this is, we must remind ourselves that patients are more in charge of their healthcare than ever before. Informing them and gaining their trust empowers patients to make decisions that fit their personal needs. More importantly, it allows your brand to increase its exposure along the patient’s journey and ultimately win them over as brand loyalists. Just as important as the message is the mode by which your message is carried. Through our Coverwraps’ program and our new mobile engagement platform, we can deliver that exact opportunity. Contact us today at (772) 231-9520 or visit www.Coverwraps.com to schedule a free audience evaluation and learn more about reaching the engaged patient of the future.

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The 21st Century Patient

Patients are more involved than ever in their healthcare

multi-channel access, you have a unique opportunity to immediately educate, engage

It instantly positions you as the source to help patients become more informed and comfortable with their personal health. Combined with mobile technology enhancements available at every point of care, the Coverwrap program is helping usher in an era where patient engagement has evolved into true relationships that live beyond the exam room. It’s strengthening brand loyalty and improving prescription adherence. Healthcare providers continue to lead the charge, but brands that decide to dive deep into immersive and beneficial engagements with informed patients when it matters most, will also matter most. To learn more about the Coverwrap program, contact Publishers’ Alliance Corporation at Info@Coverwraps.com or 772.231.9496.

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