SIEMENS | A SOUND STRATEGY
Coyne PR helped Siemens Medical Solutions launch its biggest – or in this case, smallest – product of the year. Siemens introduced the “world’s smallest ultrasound,” a portable, PDA-sized version of the more cumbersome ultrasounds already on the market. Designed to fit into a physician’s lab coat pocket, this technology was poised to revolutionize health care exams for both the doctor and patient.
Coyne PR created a two-pronged campaign to reach key purchasers of imaging equipment, while also introducing the value of the new technology to consumers. The team kicked off a soft launch to health care trade media, offering “sneak peeks” at key trade shows over the course of the year and allowing trade media to build the buzz around the system. The team leveraged the momentum from the trade buzz to launch a consumer media campaign, highlighting the “gee whiz” element of the system’s size, while also discussing how the system would improve care for patients with heart disease.
The small product made big noise, resulting in more than 200 articles, including the Associated Press, The Wall Street Journal, USA Today, New York Daily News, New York Post and Seattle Times, as well as national broadcast buzz with Dr. Sanjay Gupta on CNN’s “House Call,” “Fox & Friends” and multiple local market network affiliates.