Goal: Candelis, a leader in the medical informatics space, partnered with Microsoft Health Vault to provide a technology solution for cloud-based image and report sharing. Our goal was to build a campaign around the product launch and help a B2B marketer move emphatically into the B2C space, with a focus on healthcare consumers interested in tools to help them better manage their medical records and imaging reports.
Tactics: Build public relations activity at key industry trade events like RSNA (Radiological Society of North America), deploy PR content across multiple channels from social to email marketing, and partner with key influencers, from health care professionals, imaging centers and consumers. Support this effort with print, online display and social as a way to drive free downloads and demos.
Results: Candelis developed tremendous brand equity via its partnership with Microsoft Health Vault, helping to build their primary business supporting large OEMs like Philips, GE and Siemens, while Microsoft Health Vault was able to use a highly innovative technology and product benefit story to gain awareness, relevance and engagement from the vast population of Americans looking for better online tools to help them manage their personal healthcare needs.