Establishing Brand Legitimacy Through PR
Business Challenge:
The Company was virtually unknown and needed a cost effective way to secure third-party industry validation to legitimize its technology claims and create demand for its new product offerings.
The Solution:
Without a budget to support a PR agency, the Company launched an in-house media, analyst relations and awards outreach program to generate traction. The program included developing a media kit, case studies, data sheets, building a media database, engaging media/analysts, issuing press releases, entering awards applications and embarking on quarterly new product launch tours/briefings. Results included an NPR syndicated interview with more than 175 placements; winning 106 international product, service and marketing awards; placements of customer case studies; product announcements; and significant social media traction. It should be noted that Zyter did not pay any fees to enter any of the global award competitions.
Telehealth Product Suite Launch
Business Challenge:
The COVID-19 outbreak transformed healthcare delivery by requiring all healthcare providers to offer robust Telehealth capabilities. To take advantage of this new market demand, the start-up needed a way to expand and reposition its core platform offerings to grow sales and profitability.
The Solution:
The Company quickly productized a suite of Telehealth offerings and launched an integrated multi-channel content, branding and data-driven demand generation campaign to drive awareness, qualified website traffic and sales conversions. The performance-based marketing campaign included: SEO optimized website, press releases, analyst relations, media briefings, social media, direct response, case studies, strategic partnerships, sales enablement, analyst reports, videos, blogs and collateral.
Covid-19 Suite LAUNCH
Business Challenge:
As businesses started to reopen during the COVID-19 outbreak, they began looking for tools and technology to reassure employees, customers/clients and partners that it was safe to return to work and do business together. This created an immediate market opportunity for COVID-19 screening, detection and tracking technology. To take advantage of this, the start-up needed to retool its product and service offerings practically overnight and launch an awareness campaign to generate visibility for its new suite of products.
The Solution:
The Company launched a new SEO optimized website, from scratch, with new product and service offerings within three weeks. To drive qualified web traffic and sales conversions, tactics included a series of integrated data-driven, performance-based campaigns consisting of press releases, analyst relations, media briefings, social media, case studies, sales enablement, blogs, collateral and videos.
Provider Practice (RPM/Telehealth) Product Launch
Business Challenge:
One of the fastest growing segments in healthcare IT is the provider practice market which is transforming and rapidly adopting digital health technology to boost patient care and increase ancillary revenue. To take advantage of this new market demand, the start-up needed a way to expand and reposition its core platform offerings to grow sales and profitability.
The Solution:
The Company quickly productized a remote patient monitoring (RPM) and Telehealth offering and launched an integrated multi-channel content, branding and demand generation campaign to drive awareness, qualified website traffic and sales conversions. The performance-based marketing campaign included: SEO optimized website, press releases, analyst relations, media briefings, social media, direct response, videos, blogs, contributed articles, case studies, sales enablement and collateral.
Channel Partnership: Verizon & Zyter Go-To-Market Launch
Business Challenge:
Due to COVID19 all stadiums, events and entertainment venues were shuttered to help reduce the spread of the virus. In order to reopen, these event venues needed a solution that followed CDC and local health guidelines. As a result, they then could protect their employees and fans while continuing to operate during the pandemic.
The Solution:
Stadium operators looked for an automated solution that could quickly and accurately screen individuals as they entered the venue for elevated temperatures, as this was a common early symptom of COVID19. If detected to have a fever, they would be able to identify and then divert the individual to a separate area for additional screening while avoiding a bottle-neck and back-up for others entering the venue.
To generate more visibility for this unique joint technology and connectivity offering, an integrated marketing campaign was launched, which included a press release, website content, social media, videos, case studies, sales enablement and collateral.
HIMSS TradeShow
Business Challenge:
The healthcare information technology industry's largest trade show was less than two months away. In spite of the ongoing COVID spread, public events were making a comeback. However, the competition was intense nonetheless with more than 750 exhibitors all competing for attention. It was critical to "stand out" at this event as many large scale deals were in play with prospects doing final due-diligence.
The Solution:
With a limited budget, the company was able to secure a small booth and used a variety of integrated digital marketing programs including direct response mailers, social media, PR, giveaways, videos, collateral, blogs and special events to create buzz, and drive qualified traffic to its booth, which resulted in successfully closing some strategic deals.