CASE STUDY / SEDGWICK
Sedgwick
Corporate Communications | B2B PR
Sedgwick is a world-leading third-party claims administrator that has established global leadership by working with 78 of the Fortune 100 companies. With nearly 30,000 colleagues across 65 countries, Sedgwick provides risk mitigation, health and productivity, and cost containment services. 5W's mission was to elevate Sedgwick's awareness with key business audiences, position the company as the go-to destination for everything claims-related, spotlight 25 globally dispersed subject-matter experts, and promote a steady stream of executive announcements, acquisitions, and proprietary industry indices.
To capitalize on the multi-dimensional nature of the opportunities, 5W created the Sedgwick Matrix - a proprietary system that organized media opportunities and matched them to the right subject-matter expert. The team codified an in-depth knowledge base for each of the 25 experts, enabling 5W and Sedgwick to plan and respond rapidly as business context and internal strategy shifted. Leveraging the Sedgwick Matrix, 5W built a proactive and reactive media machine that propelled the company into timely conversations across the entire economy: the transition to remote work, COVID-19 safety practices, returning to the office, the Great Resignation, the wellness and mental health crisis, wildfire preparation, cannabis legalization, and the gender pay gap, among many others. Wherever there was an insurance claims hook, Sedgwick was there.
STRATEGY
RESULTS
- 4.3B+ unique impressions
- 155+ industry-targeted news articles
- Eight consecutive quarters of #1 share of voice in the competitive set
- All 25 subject-matter experts repeatedly quoted as thought leaders
- Coverage in The Wall Street Journal, Washington Post, Reuters, Fast Company, NBC, and other tier-one outlets
- Breakthrough in non-industry media outlets where competitors had not been able to land
FAQ
What is a thought leadership matrix—
A thought leadership matrix is a system that maps subject-matter experts to media opportunities by topic, vertical, and timeliness. The Sedgwick Matrix codified knowledge for 25 experts and enabled 5W to match the right voice to the right story in real time, driving eight consecutive quarters of #1 share of voice.
How does 5W support B2B insurance and claims companies—
5W builds long-running corporate communications programs combining executive thought leadership, proprietary research, news cycle response, acquisition and executive announcements, and tier-one media relations.
What is share of voice and why does it matter—
Share of voice measures a company's percentage of total media coverage within its competitive set. Sustained leadership in share of voice - like Sedgwick's eight consecutive quarters at #1 - correlates with category authority, sales pipeline strength, and analyst recognition.
How long does it take to build category leadership in B2B—
Category leadership typically takes 12 to 24 months of disciplined media presence, expert development, and proprietary content. Sustained leadership requires ongoing reinvestment in the program.
What types of stories drive B2B claims industry coverage—
High-driving topics include workforce shifts (Great Resignation, return to office), workplace wellness, weather and disaster preparation, regulatory shifts (cannabis, microdosing, pay equity), and proprietary industry indices.
