CREATING WIDESPREAD AWARENESS FOR A NEW CATEGORY
/157/
Pieces of Earned Coverage
/07/
Billion Unique Visitors per Month
/58/
Interviews
Situation
Level Ex approached Matter in February 2019 to help build a new level of buzz surrounding its medical video games as well as the launch of its cardiology-specific game, Cardio Ex, at the ACC conference. Level Ex ’s expectations included a strong desire to consistently publicize the availability of their free resources for medical professionals across a range of high caliber publications. Matter was put to the test and generated substantial media interest, ultimately creating a new tech category for healthcare – medical video games.
Strategy
Matter developed a comprehensive media plan including outreach to a wide mix of specialty-specific trade publications, business press, local Chicago media, gaming press, and healthcare tech and healthcare trade press. With multiple storylines, Matter first focused on generating general awareness about Level Ex, its CEO and the video game technology. The team quickly pivoted to support the launch of Cardio Ex at a major cardiology conference. Following the show, the team continued to identify new angles and opportunities to support Level Ex’s fast-paced growth.
Results
While it was a relatively slow adoption rate regarding media interest, once Matter made introductions to the CEO and CMO, Level Ex and its work in the medical video game/training space, Matter saw fast results. The team initially secured eight interviews surrounding the Cardio Ex launch, including three in-person media attendees at the company’s GDC event right after the launch. To date, Matter has secured more than 157 pieces of coverage, including 58 interviews in a mix of health, tech and business press. Most notably, Matter secured a multi-platform article in USA Today, including a video component, generating 12 pieces of syndicated coverage. In addition, the team secured coverage in CNBC, Forbes, Mashable, MedCity News, DOTMed, ZDNet, The Washington Post, MobiHealthNews, FiercePharma, VentureBeat, and more.