Building the profile of MDA National
Medical indemnity became a major national issue since the collapse of United Medical Protection (UMP) in 2002 and because of efforts by the Federal Government to implement reforms in the aftermath to that collapse.
Palin Communications worked with the marketing/communications team at one of
Australia's leading medical defence organisations - MDA National.
The challenge was to raise the profile of the group as a prudent, well-managed, profitable organisation - untarnished by the events which led to the collapse of UMP.
Our activity included media education, updates on financial performance, availability of MDA National spokespeople to comment on emerging issues, opinion articles in the medical and consumer media as well as an ongoing flow of open information to key indemnity reporters.
An analysis of indemnity-related media coverage for the period September 2003 to January 2004 showed that MDA National had higher editorial "share of voice" than any other medical defence organisation, accounting for 16% of all sources quoted in medical publications (i.e. involved in 29 editorial stories).
Testimony to the influence of well-targeted media relations activities as a tactic for raising corporate profiles and improving editorial "share of voice.