In early 2014, Modernizing Medicine informed the Matter team that it was CEO and co-founder Dan Cane’s “dream” to be featured on Wired.
Knowing this could take time and several cycles to accomplish, Matter began exploring various ways to secure impactful coverage in the publication.
After an aggressive period of well researched and concentrated pitching, the team broke through to renowned Wired healthcare technology reporter Daniela Hernandez with a focus on how CEO (former Blackboard CEO) Dan Cane has the potential to do for the healthcare industry what he accomplished for education, with the help of his Yale-educated co-founder Dr. Michael Sherling.
Matter scheduled an initial interview with both of Modernizing Medicine’s co-founders and, after Daniela expressed interest in speaking with the company’s end-users, the team confirmed a follow-up interview with dermatologist Kavita Mariwalla and partner IBM Watson.
The entire process took a few months, given the number of people Daniela wished to speak with, but Matter followed up diligently and met Daniela’s requests at every turn.
A long lead opportunity, the piece that resulted from Matter’s persistence in facilitating multiple interviews, “Artificial Intelligence Is Now Telling Doctors How to Treat You,” explained that Artificial Intelligence is difficult in the healthcare industry, but that Modernizing Medicine is perhaps the first to actually do it in an effective and meaningful way.
Within two days, the article received almost 1,000 tweets and 1,700 shares on Facebook. “1,700 FB shares? That’s crazy — in a good way!” – Director of Marketing, Modernizing Medicine
The piece was also syndicated in seven additional outlets, including HealthLeaders, iHealth Beat, Kaiser Health News, MedCity News, PBS and Slate. “Holy cow!” – Marketing Communications Manager, Modernizing Medicine
To date the article has been shared on Facebook 2,700 times, tweeted nearly 1,400 times, shared on Google+ 450 times