Imprivata's Healthcare Campaign

Despite momentum in the EMEA healthcare market, Imprivata was looking to reinforce its position as a leading access management technology provider. AxiCom used its vast knowledge of and relationship with the European media to drive awareness of Imprivata’s healthcare-specific capabilities and emerging technologies to boost clinical productivity and efficiency.

The Challenge

For Imprivata, the decision to renew its commitment to the healthcare market with a dedicated business division and the appointment of a Chief Medical Officer was a bold statement of intent that required the support of the AxiCom agency in EMEA.

The key cultural and operational differences between the US and EMEA healthcare markets demanded an ‘on the ground’ regional presence to ensure that the relevant key press, analysts and influencers were briefed and that messaging reflected the needs of healthcare organisations in these countries.

The Strategy

AxiCom identified the key publications and influencers within each country both in terms of reputation and reach.  Using expert knowledge of the local markets, AxiCom drew together an overview of the healthcare markets in the UK, Germany, France and the Benelux, identifying aspects such as funding, levels of patient care, government assistance and the breakdown between private and public sector. Armed with this information, AxiCom delivered Imprivata a consolidated document on which messaging for the EMEA market could be developed.

In addition to scheduling briefings between Imprivata spokespeople and key healthcare journalists to provide an in-depth overview of the organisation’s healthcare strategy and product set, AxiCom also developed contributed content and the distribution of videos for various relevant publications, maximising the potential reach of the messaging to its core audience.

The Result

“Strengthening our standing in the global healthcare market was an extremely important initiative for Imprivata, and AxiCom was on hand to provide the regional support and local expertise that we have come to know and expect. Using relationships with key influencers, AxiCom has ensured that Imprivata is highly visible within the healthcare space and engaging with the right media, analysts and influencers to drive continual growth of our brand in EMEA.”

Ed Gaudet, Chief Marketing Officer Imprivata