Taking clinical decision makers on a journey to healthcare AI adoption
Isabel Healthcare’s Symptom Checker can streamline the triage process and help General Practitioners save precious time by arriving at a diagnosis faster. However, trust in AI by UK doctors was low, and a new comms approach was needed to shift perceptions.
The Challenge:
Isabel needed a new way to educate target audiences on the differences between symptom checkers, how the technology powering them impacts on their accuracy and potential benefits for GP practices. Isabel challenged us to open up the conversation about symptom checker benefits, ensure their messaging communicated clear benefits to their key audiences and drove awareness of the company and its symptom checker with potential customers.
Solution:
Say refined Isabel’s messaging to be benefit-led and tested with key trade and consumer journalists. A 6-month multichannel thought leadership and lead generation campaign was initiated across traditional and social media, raising the profile of the CEO with GPs and Practice Leaders, generating qualified leads across LinkedIn, Twitter and Facebook.
Say coordinated PR and Marketing activities, developing thought leadership articles that were placed in key trade media publications and leveraged as downloadable assets on the website. Multiple touchpoints took the audience from awareness of different symptom checkers, interest in the potential benefits and consideration of the solution.
