The brief

US corporation CSC wanted to raise awareness of its healthcare solutions offering across the EMEA region, with a specific focus on the Nordics and Middle East. To increase the profile of its considerable healthcare credentials, CSC aimed to build on the company’s recognition as an industry authority and thought leader.

To achieve its objectives CSC EMEA appointed Highland, a specialist technology and healthcare communications agency to develop a new set of key messages to take to market, continue to profile the company’s key people and build a network of advocates, all of which supported CSC EMEA’s aim of growing its market share.

The campaign

Highland recommended an integrated communications strategy which combined PR, thought leadership, third party references, events, partner networking, and content generation for an EMEA website, all of which would generate maximum exposure for CSC EMEA and deliver return on investment for its marketing spend.

Before the campaign went live, work behind the scenes was being completed to help CSC demonstrate its awareness of key healthcare issues and challenges, in order to be seen as informed and relevant to each of its target markets across EMEA. Highland hosted an in-depth, hands-on workshop for key CSC EMEA personnel to provide insight for the development of key messages that would form the foundation of the campaign.

Highland’s next task was to ensure those key messages were promoted through multiple media channels. By managing CSC EMEA’s presence at two WoHIT events, Arab Health, HIMMS Europe, and HIMSS US, Highland was able to position the company as a world leader in providing interoperable, scalable IT healthcare solutions. Exhibition stands and marketing collateral were produced to attract delegates to discuss opportunities with the CSC EMEA sales team, whilst 23 media interviews were set up for key spokespeople. This helped build relationships with journalists, who were targeted for comment opportunities on major government or industry announcements later on in the campaign.

This type of proactive approach set the scene for the campaign. Angles for white papers and opinion articles were developed to drive CSC EMEA’s thought leadership effort, whilst creative thinking meant press releases with interesting and relevant angles for journalists could be fashioned, to compliment stories around contract wins, company appointments and product launches.