Building referencability in the market with a multichannel approach
Headline numbers:
> 125+ pieces of coverage across 19 different publications with a total reach of 4.1 million.
> Increased social media following by 178%, impressions by 2,411%, and engagement by 1,601%.
> Execution of 20 proactive press opportunities.
> 6 press releases/op-eds and 8 speaking opportunities.
> Secured 5 awards.
Challenge:
One of the primary challenges in building brand awareness for CardMedic was to establish recognition and credibility in the competitive healthcare sector that is saturated with various translation tools and interpretation services. This made it important to differentiate CardMedic as a reliable solution that addresses the diverse challenges associated with communication needs in healthcare. Silver Buck was keen to promote CardMedic’s USP as a healthcare communications app that has been created by clinicians, for clinicians, which guarantees that all of the content is clinically accurate. As a startup and newcomer to the market with a limited footprint, CardMedic faced the challenge of gaining brand recognition and trust. Our aim was to help CardMedic build referencability in the market and encourage NHS organisations to purchase licenses for CardMedic and healthcare professionals to download the app.
Action:
We developed an integrated approach across owned, earned, and shared content to build awareness of the CardMedic brand through a regular rhythm of media activity. Our PR, marketing, and communications activities include press releases and op-eds, website content, social media, proactive press, case studies, speaking opportunities, and awards. Our approach was to seek out opportunities to leverage CardMedic Co-founder Dr Rachael Grimaldi’s position on the NHS Clinical Entrepreneur Programme and the NHS Innovation Accelerator as part of our ‘always on’ proactive press service and through written content that references CardMedic’s NHS footprint.
Impact:
Silver Buck elevated Rachael’s profile as an NHS innovator with a tangible solution to support the NHS. In the past 12 months, we have increased direct traffic to the CardMedic website by 20%, organic traffic by 44%, and recorded 1,064 unique blog page views. We expanded the user base of the CardMedic app exponentially, by increasing overall brand awareness which has contributed to CardMedic’s rapid growth from 1 to 20 customers in only 18 months.
Our work is helping to build advocacy among customers and wider partners through our regular engagement of thought leaders and subject matter experts to collaborate on content. The positive brand image that we helped to create resulted in a LinkedIn post from NHS England about Rachael and CardMedic, exposing the brand to its 650,000 followers, and subsequently generating over 400 downloads of the CardMedic app.