Throughout COVID-19, many medical practices have been relying on healthIT companies to develop innovative solutions to better manage patients and streamline workflows through remote patient monitoring and telehealth.?
Even before the World Health Organization (WHO) officially deemed COVID-19 a pandemic, ARPR client Rimidi, a cloud-based software platform that enables personalized management of health conditions across populations, developed an electronic health record (EHR) integrated patient screening app that flags patients with possible symptoms. This solution could enable health systems to mitigate the spread and an employee health population monitoring toolkit for employers to assess their overall workforce readiness.?
ARPR’s objective was to develop and implement a robust marketing communications strategy to promote Rimidi’s technology, driving awareness and demand among hospitals and health systems and employers and universities, despite the many challenges of the COVID-19 media and business environments.
Communicating to audiences on the front lines of a pandemic is challenging, despite the spike in demand for products that help reduce risk of COVID-19 spread. To overcome hurdles, ARPR developed an integrated PR and marketing campaign centered around thought leadership, offering target audiences perspective on how tools like Rimidi’s are crucial to keeping Americans safe.?
To start, ARPR conducted industry research on what the media was covering and what solutions were currently available. Then, the team developed strategic messaging, sharing data that spoke to trends and answered questions that stakeholders -- and reporters -- were frequently asking.
In conjunction with the focus on thought leadership-driven media relations, ARPR deployed? paid search ads, LinkedIn ads, and remarketing ads across numerous advertising platforms. These digital advertising efforts married thought leadership to top of funnel marketing messages, with middle and bottom of funnel tactics inserted to accelerate demand.