Aiming to have the largest impact at upcoming trade events, CenTrak, the market leader in healthcare real-time location systems (RTLS), and its new CEO sought recommendations from BNO on the best media strategy to maximize exposure around back-to-back product launches. Per these goals and market analysis, the team decided to launch the two products at two different trade events leveraging strategically joint messaging – with a timeline of a month and a half to prepare.
Leveraging connected messaging for a stronger narrative
By developing messaging to connect two upcoming product introductions, BNO and CenTrak crafted a thoughtful narrative to demonstrate the value each of the new launches offered the market (together and separately) and leveraged a well-executed media cadence to keep CenTrak’s delivery of innovation top of mind in the industry.
BNO pulled in key themes from two industry events—ViVE and HIMSS—to ensure each announcement connected with reporters, editors, and prospects at both events.
By continuously monitoring the media landscape to stay abreast of industry trends as well as competitor coverage, the PR team was able to flag opportunities to enter the conversation. This provided the ability to assess missing perspectives in existing conversations, drive new conversations, and further position CenTrak as a leading voice offering first-of-its-kind healthcare technology solutions.
Driving conversations important to the client—and industry
By leveraging well-timed outreach, offering details under embargo, and quickly providing direct access to experts, BNO secured coverage from the client’s top-tier media targets, exceeding campaign goals. Early outreach efforts to targeted editors, reporters, and podcast hosts encouraged media to prepare articles or podcast episodes for release during each of the key events (ViVE and HIMSS). Media coverage during the events helped generate interest and drive additional traffic to the company’s booth, attendees, and reporters, furthering requests for demos, conversations, and overall engagement on the exhibit floor.
The first product announcement secured 18 dedicated placements with key audiences. The second product announcement gained 17 additional opportunities with target media.
The two announcements surpassed the media goals for the initial launches.
From the thought leaders to the industry
The targeted opportunities our team secured for CenTrak experts included contributed bylines, interviews, exclusive quotes, written Q&As, and podcast conversations. The content covered shifted for each outlet’s specific audience and each product launched. By diving deeply into the value provided to patients, staff, loved ones, and healthcare facilities, BNO’s PR team ignited conversations that highlighted the need for these new solutions and positioned CenTrak to lead the discussion on hybrid architecture for location technology in healthcare.
Within two months of the two-pronged PR campaign being pitched to and approved by the CEO, the team secured steady results for the back-to-back launches in the press secured in key media outlets established a strong cadence of diverse ongoing coverage, positioning CenTrak as the clear leader in Real-Time Location Systems. The first product launch secured 18 dedicated opportunities, while the second product announcement gained 17 additional placements. These 35 placements reached a total potential audience of more than 14M and did so through diverse media platforms. Both launches surpassed the client’s goals for the campaign and generated significant traffic to the website thanks to the influx of backlinks driving readers directly to the key product pages.
“Through our strategic partnership with BNO, we were able to execute a media campaign that exceeded our goals and earned the trust of our new CEO. BNO secured months of coverage and increased traffic to our website, driving visibility for the new product launches and our brand.”
