Boldly Challenging an Industry Giant via Newsjacking

Vaporstream logo

CLIENT OBJECTIVE.

Unhappy with its current agency of record, Vaporstream, a leading provider of secure, ephemeral and compliant messaging, engaged ARPR in December 2016 with aspirations to garner consistent, high-caliber media placements in order to bring awareness and generate leads in its target vertical – healthcare. That same month, the healthcare accreditation organization, The Joint Commission, banned the use of secure text messaging for patient care orders due to concerns over privacy and security. While this news could have been perceived as a negative, and thus hindered ARPR’s initial media outreach strategy, the agency decided to flip the script; instead recognizing it as a unique opportunity to provocatively engage media with Vaporstream’s side of the story.

ARPR’S APPROACH.

With time being of the essence, ARPR quickly mapped out a bold and ambitious plan for Vaporstream to reframe the conversation around the benefits of secure messaging in healthcare. We quickly recommended that the CEO, Galina Datskovsky, publicly call on The Joint Commission to reverse its ban and rebuke its concerns over secure messaging. With Vaporstream on board, ARPR drafted a press release and pitched Vaporstream for both interviews and contributed articles in leading healthcare publications.

THE RESULTS.

Vaporstream's SearchHealthIT headline

In its first full month as Vaporstream’s agency of record, ARPR landed eight earned media placements in national trade publications including, Becker’s Hospital Review, mHealthWatch, HIT Leaders & News and For the Record. By quickly capitalizing on the news before another vendor could, ARPR catapulted Vaporstream’s thought leadership and brand awareness in the healthcare space through a mix of bylines, coverage and interviews – so much so that leading healthcare publication SearchHealthIT positioned the company “a prominent vendor.” Previously, Vaporstream had very little awareness and interactions with healthcare publications, but ARPR helped that quickly change in less than 30 days. In addition to garnering mindshare in the healthcare industry, Vaporstream successfully gained market share as a result of its increased awareness, announcing five new healthcare customers within a month of the media blitz.