Highroad Communications

CHALLENGE

MDS Nordion's Oncology Software Solutions division, focusing exclusively on the growing market need for Oncology Information Management (OIM) technology, was seeking to ramp up its marketing in an effort to increase market share and expedite sales, and to build awareness of its Oncentra line of products.
MDS Nordion needed to inform key journalists of the new division and how it was addressing the OIM market. However, despite the launch of the division, it appeared that Oncology Software Solutions had little to no profile in the U.S. trade press.

STRATEGY

To increase the division's longer-term awareness with key media and brand recognition, High Road developed a short-term public relations strategy that would involve individualized relationship building and media education about the challenges of OIM, as well as the entire Oncentra product suite.
High Road's strategy included an introductory media tour that focused on two main elements: outreach to key industry journalists in the U.S and positioning the division – specifically its Vice President – as a source of insightful technical advice about OIM. To educate the media further about Oncology Software Solutions and the issues it was addressing, High Road developed a full media kit that outlined the division's corporate background, products and people.
High Road also recommended developing a series of customer-related news releases to drive traffic to MDS' exhibit at the 44th annual meeting of ASTRO (American Society for Therapeutic Radiology and Oncology) – a major event with more than 10,000 registered attendees.

RESULTS

During the media tour, it was made very clear to journalists that Oncology Software Solutions has a solid knowledge of the current OIM market. High Road scheduled briefings with publications including Health Data Management, Healthcare Informatics, MEEN Imaging Technology News, Oncology News International, Decisions in Imaging Economics, and the ADVANCE family of publications. As a direct result of the briefings, several key opportunities and trends for securing ongoing coverage for MDS were identified, positioning the company to act as an expert source for future stories. The successful execution of the tour enabled the division to clearly establish its position in the market and introduce the company.