MedicalDirector becomes a ‘go to’ health commentator
MedicalDirector breaks out of trade news; 50% of coverage secured in mainstream media
MedicalDirector has the largest share of voice in online media (compared with competitors)
Dr Magennis positioned as ‘go to’ commentator; quoted in 88% of coverage
Despite being Australia’s leading medical software and information provider, MedicalDirector was not well-known.
A new CEO and re-brand would be used to start conversations and build brand awareness.
To establish relationships and secure coverage with mainstream media, IMPACT developed a population health series leveraging the organisation’s existing data alongside the insights of chief medical officer, Dr Andrew Magennis.
Consistent outreach soon positioned MedicalDirector as a reliable health commentator with mainstream and trade media.