Brand awareness through thought leadership and media visibility
Brand awareness imperative
Over the years, Persistent had developed a significant portfolio of clients in the healthcare industry. By leveraging product development and software engineering expertise, the company had become a trusted partner for leading health systems across the country. However, the company’s brand awareness in the B2B healthcare tech marketplace did not match the rich client mix and the quality of work delivered for these clients. Driven by the need to build momentum for the company in the US healthcare market, Persistent turned to Damo Consulting based on its industry-specific expertise for a sustained program to drive thought leadership and market visibility.
Approach
Damo worked closely with Persistent’s corporate marketing and the healthcare business leaders to develop key themes for establishing a strategic positioning for the company in its target market.
The key themes became the foundation for developing a series of thought leadership content assets; these included white papers, opinion pieces, expert interviews, case studies and video transcripts. The strength of client success stories positioned them strongly in the healthcare industry media.
The joint efforts led to nearly twenty different features over four quarters in a wide range of industry and national media; the program acted as a catalyst for Persistent to be visible more frequently and more consistently through media coverage and executive commentary.
Through a continuous process of evolution, theinitiative led to senior executives from Persistent’s healthcare business being viewed as industry thought leaders.
Results
Over a four-quarter period, Persistent’s social media and web properties also saw a significant increase in engagement and inbound traffic.
The program helped Persistent make an impact and establish identity as thought leaders in the areas of digital health, AI, and digital transformation in clinical care and clinical trials.
Thought leadership in healthcare
Through a regular cadence of content development and media placements, Persistent has been able to increase brand awareness as a strategically focused healthcare technology solution provider. In addition, key executives at Persistent have established themselves as thought leaders in the healthcare industry, with regularly published articles in leading healthcare publications.
