CEO elevation: thought leadership campaign

Overview

Authenticx is the new standard in healthcare for listening to customer voices at scale, using AI and ML to identify customer pain points by collecting and analyzing millions of customer conversations every month and generating actionable insights from the data. The company partnered with PANBlast to develop a media relations strategy to elevate CEO Amy Brown as a thought leader in the healthcare technology space.

Challenge

To elevate Amy Brown, CEO of Authenticx, as a healthcare technology industry expert, PANBlast needed to understand her, unpack her background and learn about her passions. The PANBlast team conducted several in-depth interviews to identify topics Amy could contribute to the industry conversation. The team also analyzed Authenticx’s nearest competitors and their thought leaders to gain additional insights. 

These story mining sessions uncovered Amy’s passion for healthcare reform in the U.S. and her belief that conversational intelligence is a valuable tool for bringing patient voices into the boardroom. Amy shared that by contributing authentic, actual voices, conversational intelligence gives leaders and decision-makers insight into how to improve the healthcare system. 

The team determined that elevating Amy as a leader in the healthcare space would necessitate leveraging interviews with trade and national publications, as well as contributing content to first- and second-tier publications geared toward healthcare and tech professionals in the healthcare industry.

The PANBlast team had to navigate several challenges, including maintaining customer anonymity in pitches because of the confidential nature of healthcare. Since Authenticx was founded in 2019, some reporters questioned its credibility as a newer company. Additionally, although Authenticx has information about its customer’s findings when using its platform, the data never speaks directly to ROI, which meant the BLAST team couldn’t offer specific metrics to reporters.

Strategy

PANBlast identified three key audiences: healthcare professionals, tech leaders and media covering healthcare and technology. The team crafted pitches aligned with the messaging Amy wanted to share with the appropriate audiences.

The PANBlast team set the following goals:

• Publish six contributed articles in target healthcare and tech publications
• Secure four interviews for Amy, including live or written Q&As
• Generate interest from four relevant industry podcasts to host Amy as a guest

BLAST prioritized industry-specific podcasts to establish Amy’s credibility. They leveraged these podcasts to showcase Amy’s passion and expertise on how conversational intelligence can improve business outcomes and patient journeys, her leadership style and her founder’s story. PANBlast also used these interviews to secure opportunities with national publications.