INTEGRATING PR, SOCIAL + VIDEO TO MAKE ROBOTIC PROCEDURES A REALITY
/99/
Pieces of Coverage
/06/
Billion Media Impressions
Situation
Corindus required a high-touch PR program in 2019, which was highlighted by Siemens Healthineers acquiring Corindus for $1.1 billion. The company made a series of major announcements in 2019, including groundbreaking studies and novel procedures that would further solidify its influence in robotic-assisted procedures. Matter set out to tell the story of Corindus, the power of medical robotics, and its significant impact on both patients and the physicians who use it, targeting medical, tech, business and consumer audiences.
Strategy
To embrace a steady stream of company announcements, Matter launched a comprehensive PR program with the incorporation of an organic social program. The PR team curated and deployed numerous media outreach strategies, crafted strategic social calendars and the video team created original content. With a visually enticing product, the video team strategized to capture content at Corindus’ HQ and off-site events. The team aimed to introduce the realities of robotic-assisted procedures to a wider global audience through editorial, social and video content.
Results
From a media relations perspective, Matter secured 99 pieces of coverage including numerous top tier outlets such as Bloomberg, WIRED, Digital Trends, ZDNet and The Boston Globe, resulting in over 6 billion impressions. On social, the team increased LinkedIn followers and interactions by 75.17%, and 839.09% respectively, and Twitter followers and interactions by 9.97% and 679.59%. On the video side, the team produced three well-received assets to be utilized by Corindus at trade shows, for prospective customers and for potential broadcast opportunities.