Case Study: InfoMedics
Industry: Pharmaceutical Services
- Substantial in-depth coverage in all key trade publications
- Increased collaboration with clients in PR efforts
- Increased awareness among prospects
Despite more than 10 profitable years in existence and a customer base that includes the top 15 pharmaceutical companies in the world, InfoMedics was essentially an unknown company when they engaged Matter at the beginning of 2006. There were several reasons for the company's relative anonymity: it is privately held; it doesn't fit into a well-understood category and its customers are notoriously conservative when it comes to PR.
Since these factors present significant obstacles to "profile" type coverage, Matter developed a strategy to position InfoMedics as a third-party expert on all things related to pharmaceutical promotions.
First, Matter conducted a client perception audit, which provided the basis for a refined corporate and product messaging platform. We then used a diverse set of tactics to get the word out:
- A V-card email campaign, providing reporters with a list of topics on which
- InfoMedics could provide commentary
- Industry intelligence gathering to fuel issues response campaign
- Contributed articles in key trade publications
- Significant presence at key industry conferences
- Broad-based marketing partnership with PharmaVOICE — one of the most widely read publications in the industry
- Webcast on ethical marketing and the public perception of pharma