Increasing brand awareness post-acquisition
Key stats:
- 120 pieces of coverage
- Publication reach of 11.6 million
- Gained coverage in 30 different publications
- Earned 10 speaking opportunities
- Secured 7 awards
Challenge:
The challenge was to support the brand overhaul from Allscripts to Altera Digital Health, ensuring that the EPR market wasn’t only aware of the rebrand but also clear on why it happened. The focus was to increase the visibility of the Altera brand and establish it as a serious player in the EPR market. A central part of building brand awareness was to support Altera with positioning themselves as a challenger brand to the bigger monolithic suppliers such as Epic and Oracle. We were keen to communicate Altera’s core message, which is that they offer an alternative approach to digital transformation that’s more flexible, user-friendly, and less labour intensive than the ‘big bang’ deployment that other EPR suppliers offer. We also wanted to position Altera as easy to implement and simple to use software that offers a fast and clinically driven roadmap to digital maturity for integrated care systems.
Action:
Social media was the vehicle through which the transition from All Scripts to Altera occurred, with the UK conventions leading the charge and then being adopted by all of Altera’s global segments. To increase brand awareness, we adapted our approach to include new ideas such as a myth busting video campaign on common myths about EPRs. We helped establish Rachael Fox, Executive Vice President of Altera, as a thought leader through an op-ed on why an EPR supplier duopoly in the UK would stifle innovation. Other PR activities to help consolidate Altera’s brand reputation included announcing Mark Hutchinson as Altera’s new Director of Healthcare Strategy and Transformation. We managed the timing of Mark’s announcement to maximise Altera’s exposure in the market. We also secured Altera’s senior leadership team multiple speaking slots to talk about their alternative approach to digital transformation at important digital health events including Rewired, HETT, and TechUK.
Impact:
We secured coverage of Rachael’s op-ed in Digital Health, which has a readership of 170,000, sparking conversation in the industry among potential customers and policymakers and helping to position Altera as a disrupter in the EPR market. The op-ed was also picked up by prestigious titles such as The King’s Fund, setting the scene for the new direction of travel as a piece of hero content that Rachael’s mini campaign was centred around. The video campaign debunking common myths about EPRs has amassed over 30,000 views, making noise in the industry and helping to establish Altera as a trusted EPR provider. We also secured proactive press comments in 110 different publications including TechRound, HTN, and Building Better Healthcare. For example, comments in response to Wes Streeting’s speech at Confed and the workforce plan increased Altera’s visibility and helped us influence public opinion.
Coverage Highlights:
https://techround.co.uk/guides/expert-predictions-on-the-health-sector-in-2022/
