Client Objective.
After acquiring ARPR client Accelarad in April 2014, Nuance Communications (NASDAQ:NUAN) created a new diagnostics brand using Accelarad’s cloud-based medical imaging sharing technology combined with Nuance’s existing networks. Nuance’s diagnostic department approached ARPR with the goal of developing customer success stories surrounding their new brand – the PowerShare Network. Because of ARPR’s prior experience with these customers, the firm was prepared to lead the project from start to finish.
ARPR’s Approach.
True to form, ARPR took an integrated approach to customer relations. First, ARPR organized each customer by theme to strategically highlight a variety of benefits and specialties. They then reached out to each customer, scheduled and facilitated interviews. After writing customer case studies and receiving approval from all parties, ARPR pitched them to diagnostic publications and created a blog posts surrounding each customer story. In addition to written success stories, ARPR coordinated and traveled to four hospitals to interview customers on-camera to create video testimonials for press releases, the website, social media and media relations.
The Results.
Nuance’s collection of diagnostic content marketing now includes case studies, videos, webinars and blog posts. In addition to marketing collateral, Nuance has developed positive relationships with customers willing to be quoted in press releases and interviewed by the media. As a result, Nuance has landed placements in diagnostic publications and national outlets including eWeek, VentureBeat, Healthcare Informatics, and HealthcareIT News. With every announcement, Nuance has community, regional, and specialty hospitals available to speak on the benefits of their network.