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Case Study

Small Medical Imaging Company Generates “Larger-than-Life” Image

Situation & Challenge
Voxel had developed a three-dimensional, holographic medical imaging product. The company was small and the product not available commercially even years after it had been announced.

This seriously damaged the company’s credibility and dramatically slowed down clinical trials. (Physician researchers had to send X-rays and MRI data to Voxel’s headquarters for processing.) Other established and emerging technologies directly competed with the Voxel system.

Goal
Voxel wanted to increase awareness of its product especially among hospitals, surgeons and radiologists.

Approach
To educate the media about the benefits of the Voxel system, Kay:
  • Prepared background material on the technology and company.
  • Prepared and distributed releases describing the work of the physician researchers.
  • Arranged multiple interviews for company spokespeople.
  • Developed and pitched story ideas.
  • Monitored editorial calendars (listings of upcoming articles planned in magazines) for potential placements.

Results
The publicity program consistently generated favorable coverage, including:
  • Stories on ABC and NBC Nightly News
  • Articles syndicated by the:
    -Associated Press
    -Chicago Tribune
    -Dow Jones News Service
    -Knight Ridder News Service and
    -Newsbytes
  • A one-page spread with color photo in the Journal of the American Medical Association (JAMA)
  • The cover of Medical Imaging Magazine, and
  • Coverage in publications such as:
    -Administrative Radiology
    -Diagnostic Imaging
    -Healthcare Technology Management
    -Hospitals & Health Networks
    -Internal Medicine News
    -Medical Device & Diagnostics Industry     and
    -Orthopedic Special Edition.

Impact
The company generated a “larger-than-life” image, helping it gain credibility and referrals from target customers and potential investors.

Testimonial
“Communications Plus provided Voxel with excellent marketing communications support for more than five years. Kay’s writing required few edits. Her corporate and clinical releases resulted in literally hundreds of trade and general press placements. One release was picked up by the Associated Press resulting in an AP national wire. Both NBC Nightly News and ABC World News Tonight aired stories on prime-time national news. It was a pleasure working with Kay. I would recommend her for cost-effective healthcare writing and PR.”

—Raymond Schulz, Director of Marketing

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