Social Media Leads Product Launch & Re-positioning of New Technology in Digital Pathology

Social Media and Brand: After six years in development, the joint venture (JV) between two powerhouse healthcare companies was ready to bring its pathology imaging and software products to market. Beta clients had been using the product for about a year, and the company had already started to do some test marketing under the position of “Empowering Confident Decisions.” From a marketplace perspective, this ideal emphasized the pathologist buyer but had the potential to be misinterpreted. It suggested that these specialized physicians may not typically be confident in their readings.

With a broader outside-in perspective, it was determined that the ultimate value provided by the new imaging device and its software was to the patient. And that “confident decisions” were really about precision medicine; a true benefit to managing and curing disease. A new brand approach was devised – one that would evoke emotion as well as speak to the emergence of precision medicine. Social media tools were leveraged as the ideal marketing channels where the company could be a part of the discussion around cancer care and better healthcare.

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Bold Integrated Digital Marketing Effort Propels Industry Reform Movement

Multi-Media via the Web:  Starting in 2010, the financial services industry had seen more turmoil and change in recent times than it had in the last three decades.  It was noted that regulatory change and industry oversight would continue to be omnipotent and ever-present.  Regulations such as Sarbanes-Oxley and The Patriot Act – which launched in the early 2000s) would continue to expand their footprint. But, not all changes would be as negative or as ominous as reported.

In one corner of the financial services sector, a major regulatory change had the potential to open a whole new market for several types of companies.  To bolster the effort, a major digital media campaign was leveraged to engage customers and other providers in the outreach.  A standalone website, a dedicated Twitter account and promotional video were accessible through one portal.  The digital media effort was supplemented with a direct mail piece that delivered a “foam” brick to the recipient.  The boldness of the campaign had a significant impact and positioned the company as a prominent leader in creating positive regulatory change.

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Strategic Social Media Monitoring Provides Critical Insights for Reputation Management

Social Media and Reputation Management: One of the greatest challenges in today’s business and personal environment is the ability for anyone to say anything at any time and broadcast it to the world. While the marketplace can often discern the noise from reality, it may not always be cut and dry. Take the social media examples below from a multi-billion dollar financial services firm. With a robust crisis communication plan in place as well as established social media protocols, the impact of such negativity was managed effectively and left little damage to the company’s reputation.

The dark side of social media is that, within seconds, anything can be blown out of proportion and taken out of context. And it’s very difficult not to get swept up in it all.

– Nicola Formichetti , Artistic Director, Diesel

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Knowing the Metrics: To keep a pulse on “published” comments and insights, it was important to monitor not only the social media feeds for the company’s mentions, but to also include monitoring of competitors. This allowed us to devise strong offensive strategies. As can be seen below, the monitoring revealed that there was a great deal of work to be done if capturing greater Share of Voice could be accomplished. An integrated communication plan incorporated key strategies to increase favorable mentions by an addition 10%.

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