Defining a New Category in Digital Health
Diving into the successful collaboration between Massing PR and HealthBook+ during the digital health innovator's 2022/23 launch year: Through a strategic publicity-driven branding campaign, Massing PR rapidly established HealthBook+'s brand and industry credibility, laying a strong foundation for its future growth in the healthtech sector.
The Strategic Launch of a Digital Health Innovator: Exploring Massing PR's success with HealthBook+
I. Executive Summary:
Beginning in 2022, Massing PR partnered with HealthBook+ to launch the company and its innovative AI-powered directed care platform, leveraging s strategic Publicity-driven Branding campaign.
The campaign helped HealthBook+ to rapidly establish brand awareness and industry credibility, and included a combination of strategic announcements, thought leadership, and targeted media outreach. It validated the company's vision and mission and laid a strong foundation for its future growth in the healthtech sector.
Key Takeaways:
Healthbook+ launched both its company and its first product simultaneously.Its product - a mobile and AI-powered directed care platform was technically advanced (pre-AI boom), unproven, and needed buy-in from physicians and patients to be successful.
A Massing PR campaign secured media coverage for company announcements and product news, as well as speaking engagements at live events and on podcasts.
Overall, the coverage over many months helped to position HealthBook+ as a credible and respected healthtech player and a trusted provider of digital health solutions.
II. The Challenge: Defining a New Category
in Digital Health
HealthBook+ launched its company with an innovative mobile app and AI-powered directed care platform designed to help people "own their health" by consolidating data from numerous sources, including EHRs, wearable devices, and self-reported symptoms, and suggesting actions that the individual might consider taking.
An early focus of the platform was on addressing the mental health of healthcare workers, a critical and timely issue for that constituency during and following the COVID-19 pandemic.
To succeed, HealthBook+ needed to rise above the noise of a crowded healthtech marketplace and clearly articulate its unique value proposition to key groups.
The challenge was to communicate the platform’s technical sophistication—its digital human interface, predictive analytics, and integration capabilities—in a way that was compelling to both industry professionals and potential investors.
III. The Strategy: Fusing Purpose with
Publicity
Massing PR implemented a multi-faceted strategy to amplify HealthBook+'s mission and explain its technology and its benefits, ensuring every aspect was validated by publicity. This required:
Consistent News Flow: Massing PR maintained a steady stream of press releases and media advisories throughout 2023, covering a wide range of topics. This included new product introductions, such as a digital human, Seréa, the ability to perform instant health checks, and a partnership with Kore.ai to power its conversational AI capability.
Highlighting Partnerships and Milestones: Key to the strategy was publicizing third-party endorsements and collaborations.
The campaign announced the appointment of a Medical Advisory Board and highlighted strategic advisors, including a former U.S. Senator. These announcements served to build trust and legitimacy in a sensitive industry.
Positioning as Thought Leaders: Massing PR secured speaking opportunities and media engagements for HealthBook+'s executives at influential events. CEO Chris Turner spoke on a panel at INVEST Digital Health and was featured on podcasts including The Nurse Keith Show to discuss topics including employee burnout and the role of AI in personalizing healthcare.
IV. The Results: Validated Credibility and
Enhanced Profile
The Massing PR campaign successfully generated significant brand awareness and credibility for HealthBook+ during its critical launch year:
Widespread Media Coverage: The campaign secured consistent placements in a diverse range of publications. For example, the Kore.ai partnership was featured in AIThority and BioWorld, and the Medical Advisory Board announcement was picked up by YahooFinance and HealthTech World.
High-Impact Engagement and Analytics: Email campaigns consistently delivered strong performance metrics. For example, a Q1 press release saw a 24% open rate and a 12% click rate, while a Q3 announcement was posted on Healthcare Dive for a 21-day campaign, garnering over 99,000 total impressions.
Established Industry Presence: The campaign successfully introduced HealthBook+ to the market, establishing a foundation for long-term growth. The consistent media presence and thought leadership placements helped position the company as a credible innovator in digital health.
