Challenge
Overview ClearDATA is an Austin-based company in the healthcare technology space and is the leading healthcare cloud, security, and compliance expert for payers, providers, pharma and product companies. ClearDATA’s innovative platform of solutions and services protects customers from data privacy risks, improves their data management, and scales their healthcare IT infrastructure, enabling the industry to focus on making healthcare better by improving healthcare delivery. Our Challenge ClearDATA needed a highly agile, results-oriented PR firm with healthcare technology industry experience to get more media coverage in technology and health tech focused media outlets. The company was not satisfied with the quantity and quality of its media coverage over the past couple of years and expected a dramatic turnaround. ClearDATA also needed help designing and managing an aggressive media outreach calendar driven by multiple product and service launches, company announcements, and thought leadership content.
Solution
Our Answer Media Relations and Product Launch Support Given that ClearDATA wanted to raise its profile in the healthcare technology media in hopes of reaching a broader audience of healthcare influencers and buyers, Swyft recommended an aggressive media relations strategy that included as many as two major campaigns per month for several consecutive months. Fortunately, ClearDATA had multiple product and services additions in the pipeline that were ready to release. Thought Leadership ClearDATA wanted to position some of its executives as thought leaders in the healthcare technology space, particularly with respect to providing compliance, security, and scalability in a multi-cloud environment. Our PR experts recommended creating a contributed content track and building out a speaker’s matrix where we could discover and pitch key executives to speak at influential industry conferences and event. HIMMS Support ClearDATA needed expanded trade show PR and media support at HIMSS, which represents its largest annual investment in event marketing. We recommended that the company hold off on announcing a new product offering until the start of HIMSS to capitalize on the event’s energy and media presence. Investor Relations/Fundraiser ClearDATA had planned to close on a $24 million Series E round of investment from its existing investors and from some new healthcare industry heavyweights: Humana and HCSC. We liaised with the investor communications’ teams to pull the necessary facts and quotes to support the company’s capital raise announcement. Strategic Counsel ClearDATA leaned on us for counsel to guide them through several planned and unplanned campaigns. We provided long-term guidance in the form of annual and bi-annual PR plans and offered the company insight into media coverage opportunities and regulatory considerations surrounding future capital equity transactions, including the above-mentioned $24 million Series E funding event.
Results
Proven Results Record Placements Swyft set aggressive media coverage objectives based on qualitative and quantitative metrics. Our goal for media placements was set at 40 for the year, with a total of 60 points based on agreed-to measurable factors (local vs. national media, short mentions vs. profile articles, etc.). We netted ClearDATA a total of 94 unique placements and 150 points, nearly triple the initial objective. We also nearly tripled the number of media placements year-over-year. Forbes We secured a spot in the Forbes Technology Council for ClearDATA’s Chief Technology Officer, enabling him to contribute monthly articles to Forbes.com that helped enhance the company’s SEO. Thought Leadership Swyft secured additional thought leadership opportunities for several executives in key trade media outlets like Healthcare IT News, IOT Evolution Health, IOT Now, and Health Management Technology, to name a few. HIMSS We met our aggressive media outreach and placement goals at the annual HIMSS conference in Orlando by securing eight remote interviews, two booth interviews, and two meet-and-greet opportunities. Coverage highlights included four unique media placements and four editorials. Event & Award Wins We supported ClearDATA’s attendance at smaller industry events and helped them secure interviews and media coverage. We applied for and helped ClearDATA win the MedTech Breakthrough Award for Best Compliance Solution, a prestigious award given out annually to the leading innovators in healthcare and medical technology, for two years running. ClearDATA also was also listed on the 2020 Fast Company Most Innovative Companies award as well as Microsoft Health Innovation award due to Swyft’s message guidance and editorial support. To cap off a successful 2020, despite challenges posed by the global pandemic, ClearDATA made the Inc. 5000 list for the first time.
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