Advata

Launching a Complex “Superbrand” in Record Time

Services:

Interview Preparation, Media Relations, Message Development, Thought Leadership

A newly formed healthcare technology company approached BNO to tell the story of the strategic integration of six software-as-a-service (SaaS) companies that had been acquired by Providence. Our public relations team was tasked with launching Advata—an independently operating company on a mission to improve healthcare through advanced data analytics—as a new “superbrand.”

The newly formed company signed on as a client in mid-April—featuring a complex SaaS offering, a new CEO, and an aggressive timeline—and Advata was introduced to the world on June 8, less than two months later.

Advata was on a mission to provide advanced analytics that transform healthcare management and operations. With a bedrock of data science research as its foundation, the company developed solutions rooted in a unifying platform driven by responsible artificial intelligence (AI) to improve clinical care, hospital operations, and population health. With a strong healthcare heritage, Advata leveraged the collective institutional intelligence and technological contributions from its six legacy companies: KenSci, Colburn Hill Group, Alphalytics, Lumedic, Quiviq, and MultiScale.

Anticipating questions for advanced interviews

After gaining a deep understanding of the company and its industry, BNO created a campaign that positioned Advata not as a typical start-up, but as a healthcare heritage brand—rooted in data science and powered by experienced engineers and PhDs. We constructed a timeline to drive Advata’s aggressive launch plan. The team had a few short weeks to learn how the technology was differentiated from existing offerings, secure executive alignment on drafted messaging, and prepare press materials for launch.

Keys to our success were anticipating questions and offering advanced interviews to key media. We prepared a detailed list of questions and flushed out the answers to each one. The internal FAQ document provided a single “source of truth” for both the Advata team and our team of professional pitch artists, so everyone was working from the same playbook once media outreach commenced. We then aligned on targets to offer advanced media interviews and worked closely with Advata’s CEO to prepare her for each one.

16% Share of Voice, Year to Date with other Legacy companies versus a 45% Share of Voice in One Month 16% Share of Voice, Year to Date with other Legacy companies versus a 45% Share of Voice in One Month

Positive press coverage and sizable SOV

The team surpassed all expectations for Advata’s launch. Not only did the press coverage eclipse the share of voice (SOV) of the company’s key competitors but it also more than doubled the SOV of the two marketed legacy companies combined (KenSci and Colburn Hill). Within one month of launch, BNO also ensured that the complex integration story received exclusively positive press, reaching a total potential audience of more than 7.5 million, including profile articles featuring CEO interviews on launch day in all three of Advata’s top media targets: Modern Healthcare, Fierce Healthcare and Becker’s Hospital Review. BNO earned a Communicator Award of Excellence for the launch campaign.

FOOTNOTE: Advata was acquired by R1 RCM in 2024.

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