Class Action Lawsuits
Rock the Healthcare Industry
B2B Journalism
ChartRequest is a healthcare SaaS designed to streamline medical record release and improve hospital compliance with HIPAA rules and regulations.
Hospitals sometimes overcharge patients for electronic medical records. In states with strict billing laws (like Wisconsin), this mistake lands practices in hot water with HIPAA. They might try to mitigate the problem by hiring record vendors to manage compliance for them… but what happens when that vendor makes the same mistake on a hospital’s behalf?
At ChartRequest, we wanted to highlight one of the most important compliance lawsuits of the year to address this concern. The challenge was to present the incident in a journalistic tone, while pitching our services as the most reliable when it comes to HIPAA compliance.
ChartRequest’s Brand Voice:
Informed / Ethical / Competent / Transparent / Executive Friendly
Discovery & Communication
When the HIPAA Journal first broke news about the Hammetter v. Verisma Systems, Inc. settlement, I was one of the first to report the outcome through the private sector. ChartRequest took a leading role in communicating the importance of this class action lawsuit and how it may impact our healthcare clients.
I had to sift through several pages of court documents to determine which information was necessary for the article. Making the content simple was the best way to leverage the problem and promote our service as the viable alternative. It was no shock to us that the article would become a first-touch win for several leads just two weeks after its publication.
We found that a journalistic tone resonated well with our target audience and used it as a template moving forward. Current event articles became more common in our content calendar, and solidified ChartRequest as a thought leader in industry news.
Positioning the Message
ChartRequest’s online brand functions as both a source for industry news and healthcare scaling services. Writing this article required me to position both the relevant information of the lawsuit while using it as a pipeline to promote our compliance package. To position our message without forcing a sale, I decided to engage with the reader by offering several solutions to avoid lawsuits in their state — the most practical option presented being ChartRequest.
This article gave me an opportunity to observe how our readers interact with our content, and which kind of brand voice resonates best with their reading experience. We posted the content on the official website, LinkedIn, and the monthly newsletter to provide numerous routes for discovery and engagement.