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.