Highroad Communications

Some say the medium is the message, and for others, content is king. When you're trying to tell the right story to the right audience, it's a delicate balance of both – something Agfa HealthCare knows first hand.

As part of a robust marketing strategy to spread the word out about the success of its PACS technology, Agfa wanted to produce an advertorial for Canadian Healthcare Technology magazine. The goal was to highlight Agfa's number one position in the Canadian PACS market by sharing customer stories that would help other hospitals identify similar issues, and turn to Agfa for help.

Working in close partnership, High Road Ink and Agfa engaged customers from across the country, to tell their stories about how Agfa technology had helped increase hospital efficiency, enabled doctors to do more with less, and improved the quality of patient care. The result? Five weeks later High Road Ink delivered eight solid customer stories which needed minimal edits, ready for layout and production. Most importantly, Agfa was able to communicate, in a creative way, directly to the markets that mattered most.