As a global medical technology leader providing innovative cancer detection and therapy solutions, metro Boston-based iCAD Inc. (NASDAQ: ICAD), is dedicated to developing innovative technology solutions that utilize artificial intelligence (AI) to better empower and support radiologists.
At the start of 2018, the company was anticipating FDA clearance of its digital breast tomosynthesis solution, ProFound AITM, in November. Therefore, iCAD needed to overcome its limited share of voice and be fully positioned in the marketplace as the leader in AI mammography technology – within just eight months.
Given the tight timeline, ARPR immediately mapped out a media relations strategy – refining iCAD’s core messages and recreating a plan built around the company’s key opinion leaders and published clinical data.
Next, ARPR strategized and collaborated with the client on the key topics, trends and data that would resonate with key audiences, such as the benefits of AI in the healthcare industry and the impact of dense breast tissue.
To quickly begin achieving goals, ARPR developed a creative, multi-pronged strategy that combined 1) proactive media outreach, 2) scheduled editorial and 3) earned and owned thought leadership that reached broader healthcare and consumer-facing audiences.
ARPR was successful in increasing iCAD’s consistent cadence of coverage in vertical trades through bylined articles and thought leadership interviews in publications such as Imaging Technology News, Oncology Times, Radiology Business and The Doctor Weighs In.
Better yet, ARPR succeeded in securing opportunities for iCAD with national consumer and health publications, such as U.S. News & World Report and Health.com.
After a successful start to 2018, in Q4 iCAD was ready to officially unveil ProFound AITM – and its FDA clearance – to the world. In the two weeks after the FDA announcement, the agency secured 19 earned media placements. The announcement resulted in more than 1.9 million media impressions. Forbes even called the product launch one of 2018’s Biggest Moments in AI. This was a 73% increase in media coverage compared to iCAD’s last FDA clearance announcement (led by its previous PR agency).
Total, in 2018, iCAD was featured in 136 media placements, which is nearly double the coverage of its largest competitor. The increase in coverage contributed to more than 31,000 unique users on iCAD’s website that year.