|
CASE STUDY: TERUMO GUIDING A CATEGORY LEADER TO CONSISTENCY ISSUE: Terumo Corporation, one of the leading global suppliers of products used for interventional procedures, is considered the gold standard in their respective categories. However, the company lacked a strong, consistent presence with media that spoke to its primary purchaser – the clinical and healthcare administration audience. In fact, Terumo had never engaged a formal PR effort before charging Coyne PR to re-invigorate brand coverage within its core purchaser media. IDEA: Coyne PR created a campaign that highlighted new product innovations; established its executive and clinical leadership through feature interviews, bylined articles and executive roundtables; and leveraged attention on one of its main competitors to grab some mainstream spotlight. IMPACT: The project generated significant media coverage across Terumo’s main media channels, with brand coverage landing everywhere from Bloomberg and Reuters to The Gray Sheet and Medical Device Daily. The team established Terumo executives as thought leaders across clinical and business channels, with byliners and executive interviews on topics ranging from arterial intervention techniques to product acquisition and distribution channel management. In sum, the consistent presence allowed Terumo to raise its profile in the press, creating a position of value among key reporters, and communicate directly to the people purchasing their products. |
|
Heath Care Case Studies
