Driving Impactful Media Wins for Clients – Even During “Onboarding”



In September of 2017, ARPR added iCAD, a global medical technology leader providing innovative cancer detection and therapy solutions, to its growing roster of health IT accounts. Despite being a publicly-traded company that has been in business for several decades, iCAD has had limited visibility beyond vertical industry publications such as oncology, dermatology and radiology, as well as peer-reviewed clinical journals, in recent years.

iCAD approached ARPR to not only increase media coverage among its core vertical audiences, but also to extend its reach into mainstream healthcare trades and national consumer press. While most agencies spend the first few months with a new client working through the traditional “onboarding” process, ARPR was tasked to immediately hit the ground running and build a pipeline of press opportunities.

ARPR’s Approach:

Initially, ARPR worked diligently on a media relations strategy – refining its core messages and recreating a plan built around the company’s key opinion leaders (KOLs) and published clinical data. Next, ARPR strategized and collaborated with the client on key topics, trends and data most impactful to the industry that iCAD leadership and its KOLs could address with media. To quickly begin achieving goals, ARPR developed a creative multi-pronged strategy that combined proactive media

outreach, scheduled editorial and thought leadership via contributed content and podcast interviews that reach broader healthcare and consumer-facing audiences. ARPR also initiated outreach to vertical publications up to six months out to create a solid pipeline of coverage throughout the first months of the engagement.

The Results:

ARPRs comprehensive media strategy paid off. Since onboarding, the agency has increased the iCAD’s consistent cadence of coverage in vertical publications through bylined articles and thought leadership interviews such as DermascopeImaging Technology NewsRadiology Business and Oncology Times, as well as secured placements in mainstream healthcare trade publications ranging from The Doctor Weighs In, HealthCare Business Daily News, HIT Consultant and moreIn addition, ARPR secured opportunities for iCAD with national consumer and health publications, such as U.S. News & World ReportHealth.com, thirdAGE.com and Healthway.com. In just over six months, the agency secured 50 media placements for iCAD, resulting in more than 77 million media impressions, which surpassed its main competitor in share of voice for the first time.