The Challenge
IllumiCare’s limited marketing resources left scores of missed opportunities for the company to highlight the very unique things its technology is achieving. The company was a PR goldmine of data on the cost and risks of care and case studies demonstrating impressive ROI. AM PR stepped in to organize these powerful stories and implement a strategy behind maximizing where and when to tell them.
The Goal
IllumiCare’s media relations efforts focused on the health IT trade news sites and healthcare business media. The hospital influencer or key decision maker for IllumiCare’s fairly complex IT product lives and breathes the news in those outlets. Highlighting the success stories of implementations also sought to “butter up” customers where IllumiCare wanted to expand the partnership or to pique the interest of competitor hospitals. Lastly, IllumiCare sought to own the idea of clinical stewardship in patient care and use media coverage to spread awareness of the term.
