26% share of voice helps Siemens dominate

A condition-led PR campaign for Siemens Healthcare has helped it to outperform industry competitors in selected target media for the second year in a row with a leading share of voice at 26% (FY 13/14).

The impetus for medical device suppliers to boost visibility through PR and media relations is due to a number of factors such as budgetary pressures and increased competition based on delivering high quality services under the Any Qualified Provider (AQP) structure. With over 38 million imaging tests reported in England between 2013/14, the NHS and private providers are witnessing rising demand for these services.

Media Safari secured around 600 media hits in health trade and national media. This included coverage in the core area of radiology in addition to titles targeted at senior healthcare decision makers and clinicians working within specific departmental fields (e.g. cardiology, & oncology). This was supported with ongoing communications around condition-led issues, positioning Siemens as an expert on topics such as dementia and obesity within national print, online and broadcast media including ITV, The Times, The Daily Mail and Mirror.co.uk.

Media Safari has also been pivotal in communicating new product launches, systems and value-add services to external audiences. This provides Siemens with a voice to communicate its expertise across a wealth of topics plus demonstrate how its services are capable of supporting clinicians in their ambitions to streamline departmental processes, increase organisational efficiency and improve patient outcomes.

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