8 key placements in healthcare trade media

53 leads and 24 marketing qualified leads (MQLs)

Scheduled 10 media briefings for the show

New Product Launch at Healthcare’s Biggest Tradeshow

To expand its patient engagement platform, Updox tasked ARPR to help announce its new telehealth product at healthcare’s largest technology tradeshow, HIMSS, which is attended by more than 45,000 industry stakeholders each year. The rollout of Updox Video Chat needed to showcase the simplicity of video as a transformative approach to healthcare and its ability to expand access to care while making it more convenient. As part of the launch, Updox also required ARPR to help explain how Video Chat was built on the technology of its recently announced HIPAA-compliant SMS text messaging product known as Secure Text, and why that was important to their target buyers.

Multi-pronged Media Blitz

In order to cut through the clutter at HIMSS, ARPR developed a multi-day, multi-pronged media strategy that included pre-pitching key reporters in advance of the show for briefings, engaging with them on social media, and targeting reporters most likely to publish roundup coverage throughout the show. ARPR scheduled the press release for Updox’s new Video Chat product to coincide with the first day of HIMSS with the intention being to expand the news’ reach to a wider audience before the show kicked into high gear. ARPR also created a series of live videos each day from the show discussing the importance of patient engagement using modern technology.

Success Across Traditional and Social Channels

Overall marketing efforts for HIMSS resulted in 53 leads and 24 marketing qualified leads (MQLs). ARPR’s contributions to these results included eight news placements in key industry outlets - including MobiHealthNews, DOTmed Healthcare Business News and Health IT Answers. Along with the wire-distributed press release, which garnered at least 66 new users to Updox’s site with 96 sessions, these media placements helped to boost daily web sessions by 40% during the conference. In addition, Updox’s social media accounts managed by ARPR attracted two inbound requests from prospects and approximately 50 new followers during the week of the show. Meanwhile, ARPR-directed social media videos featuring Updox subject matter experts earned 14,000 impressions and 463 engagements – 195% increase over average posts.

Contact Us

Let Us PRopel What's Possible for Your Brand