Successful partnership aimed at reducing opioid prescriptions is fodder for content marketing

AmTrust Financial is a major worker’s compensation insurance carrier, which has put the financial services company in the middle of the opioid addiction issue: Opioids are the go-to medications for managing pain from workplace injuries. Over the last year, adjusters at AmTrust and licensed nurses at Optum Workers’ Comp and Auto No-Fault have joined forces to review claims and decrease the number of opioids in the system, assuring claimants get the right treatment at the right time and for the right length of time.

The program has led to a reduction of 13,000 opioid prescriptions compared to the prior year. The AmTrust marketing team saw the value of sharing these results in a social media campaign designed to ensure agents and policyholders learned about options to reduce opioid prescriptions and identify safer alternatives for pain management. The campaign has earned AmTrust Financial first place in the “Thought Leadership Campaign” category of PR Daily’s Content Management Awards.

Working with Dr. Melissa Burke, AmTrust’s head of managed care and clinical and the leader of the partnership initiative, the marketing team created a report detailing the results of the partnership. The AmTrust Opioid Prescription Risk Report was launched with paid and organic social media campaigns, a landing page, emails to agents, an animated YouTube video and blog posts.

A media campaign shared the report’s results with the press. Since the release, there have been 3,040 page views of the landing page; related blog posts have accumulated 1,200 views. The click-through rate for the first agent email was 45% greater than the insurance industry average; the second email surpassed industry averages by 56%. In addition to impressive social media results, the campaign earned considerable media coverage.

We congratulate the AmTrust Marketing Team; Matt Zender, senior vice president of AmTrust’s workers’ compensation strategy; and Dr. Melissa Burke.