Voxel

Small Medical Imaging Company Generates “Larger-than-Life” Image

Situation & Challenge

Voxel had developed a three-dimensional, holographic medical imaging product. The company was small and the product not available commercially even years after it had been announced.

This seriously damaged the company’s credibility and dramatically slowed down clinical trials. (Physician researchers had to send X-rays and MRI data to Voxels headquarters for processing.) Other established and emerging technologies directly competed with the Voxel system.

Goal

Voxel wanted to increase awareness of its product especially among hospitals, surgeons and radiologists.

Approach

To educate the media about the benefits of the Voxel system, Kay:

Prepared background material on the technology and company.
Prepared and distributed releases describing the work of the physician researchers.
Arranged multiple interviews for company spokespeople.
Developed and pitched story ideas.
Monitored editorial calendars (listings of upcoming articles planned in magazines) for potential placements.

Results

The publicity program consistently generated favorable coverage, including:

Stories on ABC and NBC Nightly News
Articles syndicated by the:

Associated Press
Chicago Tribune
Dow Jones News Service
Knight Ridder News Service and
Newsbytes

A one-page spread with color photo in the Journal of the American Medical Association (JAMA)
The cover of Medical Imaging Magazine, and
Coverage in publications such as:

Administrative Radiology
Diagnostic Imaging
Healthcare Technology Management
Hospitals & Health Networks
Internal Medicine News
Medical Device & Diagnostics Industry and
Orthopedic Special Edition.

Impact

The company generated a “larger-than-life” image, helping it gain credibility and referrals from target customers and potential investors.

Client Testimonial

“Communications Plus provided Voxel with excellent marketing communications support for more than five years. Kays writing required few edits. Her corporate and clinical releases resulted in literally hundreds of trade and general press placements. One release was picked up by the Associated Press resulting in an AP national wire. Both NBC Nightly News and ABC World News Tonight aired stories on prime-time national news. It was a pleasure working with Kay. I would recommend her for cost-effective healthcare writing and PR.”

Raymond Schulz
Director of Marketing

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Clients

“Kay brings a wealth of experience and solid business judgment. She delivers on her commitments and often extends beyond them.” Kim Beswick
Memjet
“Kay doubled the volume of our coverage the first year, and helped us stand out as a market leader.” Julie Knight-Ludvigson
Xbridge Systems
“Kay is extremely thorough and an excellent lead generator.”Christine Moore
Flourish Communication (New Zealand)
“We always get more than we expect with Kay Paumier’s PR company.”Darrell Batchelder
CareerWorkStation
“Kay is proactive, accountable and gets results.”Laura Geary
Praxton
“Thanks to Kay, public awareness of ACA has dramatically increased.”Ann Woods
ACA, Northern California
“Kay helped us project an image of credibility in a complex industry.”Morgan Jones
MoJo Designs
“Kay took a raw, half-finished draft of my e-book, plus a 2- hour interview with me, and turned it into a 30-page e-book of outstanding quality. In 3 days. She is amazing.” Sue Raisty-Egami
Sure Product Consulting

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