Positioning Medical Director as a valuable commentator in the medical and health sector

Insights

• Despite being Australia’s leading medical software and information provider MedicalDirector was not well-known
• The threat of new competitors was on the horizon
• A new CEO and re-brand would be used to start conversations and build brand awareness

Moments:

• Released insightful data via POV on topical health issues to help mainstream media understand the rich data the company could provide
• Chief medical officer Dr Andrew Magennis added credibility
• Events built relationships with key commentators

IMPACT

• Commentary was certainly valued across the board with 50% of coverage appearing in mainstream media, 40% in trade and 10% in business media
• MedicalDirector has the largest share of voice in online media (compared with competitors)

• Dr Magennis quoted in 88% of coverage cementing his position as a credible health commentator