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.
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.