Clinithink: integrated communications raises profile around UK industry event

The brief

With a large operations base and growing reputation in the US, Clinithink, specialists in providing Clinical Data Insights through clinical natural language processing (CNLP) solutions, was looking to increase awareness of the company and its offering to the UK healthcare market.

Clinithink selected Highland to deliver an integrated marketing and communications campaign that centred on exhibiting at one of the UK’s largest healthcare IT events, EHI Live 2014. A strong focus on branding was required to help the company raise its visibility and engage with as many delegates as possible at the show.

A key PR objective for the campaign was to educate a marketplace which has limited knowledge of the benefits that CNLP can offer, whilst positioning Clinithink’s offering as the ‘solution of choice’ to healthcare providers, buyers and potential partner organisations in the UK.

The campaign

Work started on refining and updating Clinithink’s messaging to resonate with UK healthcare organisations, commissioners and software suppliers. The new messaging supported a PR and social media programme leading up to, during, and after the event. This included Twitter updates, a news announcement to promote on the EHI Live and Clinithink websites, a post-show blog and an opinion article placed in the healthcare IT media.

In order to increase the profile of Clinithink at the event, a new exhibition stand was created in line with the current branding and was carefully designed so it could be used at other events in different exhibition spaces. The stand accommodated two demonstration screens and an illuminated reception desk with the Clinithink logo at the centre.

Along with the project management of the stand, Highland also prepared video interviews from current partner organisations to display on the demonstration screens when not in use. Graphics were introduced to the original footage to ensure the Clinithink brand was prominent and key messages were reinforced to stand visitors.

To attract delegates to the new stand, Highland recommended running a problem-solving competition that was relevant to the Clinithink brand. From concept to delivery, Highland ran the highly-engaging NHS Acronym Challenge over the event’s two days, with participants from the NHS and fellow exhibitors trying to guess as many healthcare-related acronyms within two minutes.