The Challenge: InfiniteMD (IMD) was a successful startup in Boston with a talented and accomplished founding team, top medical partners and customers, but lacked the awareness and marketing focus to take the company to next level. As Covid-19 changed the healthcare system over the course of 2020, summer 2020 proved to be a time that IMD’s technology, which provides virtual second opinions, had potential to become a leader with the right PR strategy.
The Approach: Over DPA Communications’ five-month engagement with InfiniteMD, the team created more awareness for the company through media relations, award nominations, speaking opportunities, bylined articles, and assisting with social media marketing. Media coverage happened immediately, including IMD’s inclusion in Healthcare IT News’ online guide to telehealth vendors, and conceptualized and drafted an announcement and messaging about the 200% surge the company experienced during the pandemic – all while also thinking about trends and expert commentary media interview opportunities and looking to the future by planning a queue for upcoming pitches and announcements, particularly on the topic of telehealth during COVID-19.
Results: Late summer 2020 was an exciting time for IMD as DPA collaborated with Consumer Medical’s PR team to announce the Consumer Medical acquisition, finalizing the messaging of the announcement and securing an exclusive with Jon Chesto at the Boston Globe. It led to not only the feature story in the Globe, but nine other articles about the acquisition. DPA secured interviews for InfiniteMD’s executve team leading to thought leadership coverage in Healthcare IT News, Sloanies Talking with Sloanies podcast (prestigious MIT alumni outlet), and Becker’s Hospital Review re: “where Health IT will be in five years” are examples.