The brief
With a large operations base and growing reputation in the US, Clinithink, specialists in providing Clinical Data Insights through clinical natural language processing (CNLP) solutions, was looking to increase awareness of the company and its offering to the UK healthcare market.
Clinithink selected Highland Marketing to deliver an integrated marketing and communications campaign that centred on exhibiting at one of the UK’s largest healthcare IT events, EHI Live 2014. A strong focus on branding was required to help the company raise its visibility and engage with as many delegates as possible at the show.
A key PR objective for the campaign was to educate a marketplace which has limited knowledge of the benefits that CNLP can offer, whilst positioning Clinithink’s offering as the ‘solution of choice’ to healthcare providers, buyers and potential partner organisations in the UK.
The campaign
Work started on refining and updating Clinithink’s messaging to resonate with UK healthcare organisations, commissioners and software suppliers. The new messaging supported a PR and social media programme leading up to, during, and after the event. This included Twitter updates, a news announcement to promote on the EHI Live and Clinithink websites, a post-show blog and an opinion article placed in the healthcare IT media.
In order to increase the profile of Clinithink at the event, a new exhibition stand was created in line with the current branding and was carefully designed so it could be used at other events in different exhibition spaces. The stand accommodated two demonstration screens and an illuminated reception desk with the Clinithink logo at the centre.
Along with the project management of the stand, Highland Marketing also prepared video interviews from current partner organisations to display on the demonstration screens when not in use. Graphics were introduced to the original footage to ensure the Clinithink brand was prominent and key messages were reinforced to stand visitors.
To attract delegates to the new stand, Highland Marketing recommended running a problem-solving competition that was relevant to the Clinithink brand. From concept to delivery, Highland Marketing ran the highly-engaging NHS Acronym Challenge over the event’s two days, with participants from the NHS and fellow exhibitors trying to guess as many healthcare-related acronyms within two minutes.
Results
- Clinithink experienced a busy and productive EHI Live 2014 with:
- over 400 visitors to the stand
- 25% of visitors were qualified as sales leads
- 60% of qualified visitors had a technical demonstration
- the NHS Acronym Challenge received over 50 entrants
- In terms of PR and social media, the programme resulted in:
- 10 pieces of media coverage including publications such as Information Daily and eHealth News EU
- Engagements with key healthcare influencers on Twitter:
- Anne Cooper (clinical informatics advisor [nursing] at NHS England with 7.7k followers)
- Tim Kelsey (national director for patients and information at NHS England with 12.3k followers)
- Claire Reed (journalist for HSJ and eHealth Insider with 335 followers)
- Coverage on the EHI Live 2014 website
- @Clintihink Twitter account received 35 new followers from clinical and IT backgrounds
- Social media activity can be attributed to a 10% rise in visitors and a 21% rise in new sessions to www.clinithink.com in comparison to the same time last year.
We wanted a campaign that helped us raise our profile amongst influencers and decision makers in the healthcare IT industry, and for them to understand how we can add value to provider and research organisations.
To achieve this, we needed to work with an agency who knew the UK healthcare market inside out, had extensive experience in organising exhibition spaces, and could offer us creative ideas across both marketing and PR activities.
Our decision to exhibit at the show and invest in a promotional programme that met our needs was clearly justified by the great results achieved by Highland Marketing on and offline.
Robert Miller, senior vice president of sales and marketing, Clinithink
