As the novel coronavirus spread across the U.S., the use of telehealth skyrocketed. For doctors, technology that was once considered a “nice to have” became a necessity to continue seeing patients. Client Updox, the place for virtual care and complete healthcare communications, onboarded more than 10,000 new customers in March. While demand had spiked, Updox faced steep competition from first-generation providers and non-HIPAA compliant solutions the government temporarily allowed during the pandemic. To sustain its momentum and retain newly gained users, Updox needed to maintain its status as a leader in virtual care during and beyond COVID-19.
Updox and ARPR partnered on a program to position the company as the long-term telehealth provider of choice. ARPR’s objective was to secure media coverage that would drive increased engagement around Updox solutions, while strengthening customer relationships. And it had to be done empathetically, focused on helping physicians in their time of need.
ARPR developed an integrated PR and marketing campaign centered around an empathetic, visionary narrative on telehealth pre and post-COVID. The campaign utilized an integrated marketing approach to raise visibility of Updox solutions versus competitors; drive traffic to the website; and increase customer engagement and conversions.
An aggressive media relations program kicked off with a momentum announcement that showcased Updox’s vision, key differentiators and market impact. This anchor announcement was followed by a cascade of partner releases, creative outreach to local, national and trade media covering COVID and telehealth, and thought leadership on the future of virtual care. Content marketing including telehealth blogs and resources for physicians focused on driving clicks to a COVID-19 landing page. ARPR’s social strategy rounded out the program. Employees were encouraged to promote content and media wins, while ARPR conducted real-time community management - answering questions, engaging in telehealth conversations and driving audiences to the landing page.