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CASE STUDY: SIEMENS | CONNECTING WITH PATIENTS ISSUE: Siemens Healthcare, one of the world’s largest suppliers to the health care industry, has historically been well known among those in the medical professions and sciences. However, the health care giant was not particularly recognizable among patients and consumers for its technologies or innovations. Siemens turned to Coyne PR to help it connect with patients. IDEA: Coyne created a three-pronged consumer-driven strategy from across Siemens’ entire portfolio of products, innovations and personnel highlighting the company’s innovations. The first prong, highlighting innovations, included a range of forward-looking efforts including the “Would You Want to Know” survey, which queried consumers on their attitudes toward predicting diseases in their future; and partnering with leading researchers to break studies on promising new diagnostic techniques in areas such as breast cancer and Alzheimer’s. The second prong leveraged third-party relationships to bolster the company’s value proposition; the team led campaigns ranging from hearing health with NFL Hall-of-Fame coach Don Shula to health care information technology advocacy with former Speaker of the House Newt Gingrich to a Super Bowl program scanning retired NFL players for health risks. The third prong took the brand to the local level, highlighting local health systems, hospitals and diagnostic centers as local media experts to comment on trends in consumer health such as orthopedic injuries in children, tying in their Siemens equipment as the latest technology. IMPACT: Coyne PR’s outreach helped Siemens garner over 5,000 media placements and 420 million media impressions. The coverage cut across media categories from national magazines (BusinessWeek, O Magazine, Readers Digest) to national broadcast (NBC’s Today, CNN Headline News, ABC Radio Network, CBS Radio Network), to national daily print media and wire services (USA Today, The New York Times, Associated Press, Reuters, UPI). |
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Heath Care Case Studies
