Emerging player to thought leader: the white paper that reached 22M
Aug 28, 2024
Won International Gold Quill award
22M+ reach across ANZ
Shaped aged care industry conversation
NZX-listed Ryman Healthcare is a growing presence in aged care, known for setting high standards across the industry. With a reputation for innovation and quality in retirement village settings, Ryman is a leader in delivering exceptional care and living experiences in New Zealand.
More recently, the business expanded into Australia and developed a collection of villages throughout Victoria. It hopes to grow nationally.
Reaching new audiences with impact
After expanding into the competitive Australian market, the business wanted to establish itself as a thought leader to deliver its mission in a challenging landscape: aged care that’s good enough for mum and dad.
The aged care industry is in crisis, with operators closing and running at a loss, poor health outcomes and treatment of patients, and a looming ageing population.
The goal? To shape the national conversation, influence policy and build key relationships – all while driving awareness and trust with a new audience.
Making Ryman’s voice unmissable
Ryman needed a cornerstone piece of content that would cut through the noise and get the right people talking.
Working as part of a team, I helped create and distribute a topical white paper that positioned Ryman as a thought leader, took up column inches, shaped the aged care conversation and fuelled its content pipeline.
We identified hot-button issues in the industry and made sure Ryman leadership could contribute meaningfully. To get the paper in front of the right eyes, the rollout plan included strategic multimedia distribution, outreach and influencer engagement to amplify reach.
Leading the conversation
The result? A white paper that made waves.
It was picked up by major TV networks, radio shows, print, online outlets, and trade media, sparking industry-wide discussions. The strategic media rollout ensured that the right people were talking about Ryman and its mission.
22M+ reach: the paper reached over 22 million people across Australia and New Zealand, significantly boosting brand awareness
Award-winning impact: it won the 2024 International Gold Quill Award! A testament to its quality and influence in shaping the aged care conversation
Ryman was positioned exactly where it needed to be – as an emerging thought leader in aged care, paving the way for future growth and influence in the Australian market.
Ready to invest in a high-impact white paper with demonstrable ROI? Get in touch to see my availability.
