B2C / Healthcare & Medical, Insurance / Digital Marketing


EmPRO Insurance is a subsidiary of one of our long-standing clients, Physicians’ Reciprocal Insurers (PRI). EmPRO is a medical malpractice insurer serving physicians and healthcare facilities in NY. Their claims team strategically manages professional liability claims for insured specialties and facilities throughout NY State.



Lounge Lizard was responsible for many crucial aspects of EmPRO’s launch. Our team helped determine EmPRO’s name and slogan, designed their logo, determined their branding guidelines, designed and developed the EmPRO website, managed the site launch, reconfigured new lead journey processes and automations in their CRM, Salesforce, and was responsible for all the awareness marketing pre, during, and post launch.

The goal of these cumulative efforts – to present EmPRO’s clientele and prospects with a brand they could trust, a website that was easy to navigate, raise awareness to the new company, build leads, grow traffic, and finally transfer PRI’s digital presence to EmPRO over time. This meant that PRI’s website, social media platforms, and miscellaneous directories would all be transferred or absorbed under EmPRO’s name. It was very important that this transition occurred seamlessly; without confusion or concern from PRI’s current clients, and that EmPRO presented itself as an authority in the industry immediately through strong messaging, carefully segmented audiences and engaging, resonating imagery.

The second phase initiative concerned itself with post launch performance. After a successful launch, EmPRO trusted Lounge Lizard with ensuring that website traffic was maintained, new bound policies under EmPRO increased, and current contacts were nurtured.


The delicate task of rebranding this entity and transferring the digital face of PRI to that of EmPRO’s required extensive planning and care. Every step of the process was forecasted, examined, planned, and executed with sharp precision. New research was conducted to fit the new subsidiary’s initiatives. New keywords were identified, and new campaigns were developed to target these new search terms. Each step of this process from conceptual ideation to design & dev to marketing is infinitely intertwined. The research and reasoning behind each process feeds and accelerates the preceding one; this is one of the many reasons why hiring an agency with a broad range of specialities and skills is a game changer when it comes to launching and marketing your online business.

To announce the launch of the new website, Lounge Lizard leveraged email campaigns in Active Campaign and Pardot, PPC ads, retargeting ads, print mail, social media posts, and press releases. The content in which, was planned months in advance to ensure that every detail was true to EmPRO’s voice and vision. Post launch, Lounge Lizard immediately addressed existing directories to update the naming from PRI to EmPRO or created new profiles when necessary, to ensure EmPRO was leveraging these tools to improve their organic search standings.


The launch of EmPRO Insurance was a massive success. Thanks to our website development team, the new website premiered on September 14th, 2020 without a hitch, and the marketing team was able to reach thousands of PRI’s existing contacts to inform them of the new transition using the methods outlined above. Outreach and brand awareness campaigns commenced immediately after the website was launched.



 204  Conversions From Digital Ads

Conversions From Digital Ads

 20 % Increase In Website Session Durations

Increase In Website Session Durations

 120 % Increase In New User Traffic

Increase In New User Traffic


Lounge Lizard brandtenders and marketing mixologists always serve up custom concoctions. We mix a potent combination of brand story telling with a generous splash of creative juices and blend in technology-focused, customized solutions as a chaser.

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