Positioning Caresyntax as a health tech leader Forging a path to amplified awareness and industry leadership

Positioning Caresyntax as a health tech leader: Forging a path to amplified awareness and industry leadership

Overview

Caresyntax, a leading health tech innovator, approched The Harbinger Group to amplify its CEO’s expertise and solidify the company’s position and an understanding of what they do as an industry leader in the highly competitive health tech space. Key audiences, included potential investors, operational stakeholders, and health systems.  

Challenge

The Harbinger Group faced the challenge of elevating Caresyntax’s CEO as an expert in data-driven surgery and positioning the company as the leader in a highly complex and competitive health tech space. With an increase in AI and data-driven surgery, we competed with the voices of several competitors. 

Approach

THG laid the foundation to amplify the company’s credibility by first immersing ourselves in Caresyntax’s world of health tech and aligning ourselves with Caresyntax’s internal resources. We deployed a multi-pronged strategic communications plan that focused on message development and delivery, earned media relations, CEO social platform content creation and management, as well as opportunities for industry award recognition.

These combined strategic efforts allowed us to successfully reach key stakeholders and opinion leaders in the health tech industry and promote Caresyntax as an industry leader. 

The THG team was a great partner for us across communications and PR needs. They were highly professional and organized and offered a broad array of help across social media, PR, events and thought leadership. Under their guidance, we were able to greatly enhance our presence in the market and build a strong cadence of original content. The team were also true partners – helping craft messaging, providing trainings and prep as well as executing to produce and publish content. I would recommend working with them!

Josh Zeidman

Josh Zeidman

Chief of Staff at Caresyntax

Strategy & Execution

As part of this work, we distilled the Caresyntax key messages into succinct and compelling points about the company and its work. We worked closely with the Caresyntax CEO on message delivery through multiple media training sessions. We monitored health tech media to remain abreast of the latest coverage and created multiple salient media angles, which we ambitiously pitched to targeted health tech and business media. We also focused on LinkedIn content development that raised the CEO’s visibility and the importance of the company’s work to make surgery smarter and safer. 

In order to achieve success, our team of earned media, communications, and social media experts focused on four key approaches: 

Aligning internal resources: The Harbinger Group collaborated with Caresyntax’s teams to gain a deep understanding of the data-driven surgery solutions they provide to drive progress. 

Marketing communications was a newer function within Caresyntax, and The Harbinger Group elevated its importance by facilitating processes to create a consistent stream of communications such as contributed content, media pitches and outreach, LinkedIn content, and award and speaking nominations. From biweekly status calls, sharing content calendars, and creating an approval process to creating a group email to provide visibility across key roles about marcomms initiatives, our agency “connected dots” for strong collaboration with Caresyntax.

Facilitating message development and media training: We simplified messaging to describe Caresyntax’s value proposition into succinct, compelling points. Our experienced team of earned media specialists worked closely with Caresyntax’s CEO to prepare him for media interviews and ensure he was able to successfully deliver the company’s foundational messaging to the company’s key audiencse. 

To do this, we first created a key message narrative about what Caresyntax
does, the challenge it’s solving, recent successes, etc., by key audience — in a simple, concise format. The CEO’s thorough media training included an overview of interview guidelines, reviewing past interviews and providing feedback, key messaging discussions,  and mock interviews — all to help him speak to reporters with confidence and charisma. As part of our preparation process for actual interviews that we secured, we developed thorough media briefings for the CEO that included an overview of the media outlet, reporter, key discussion topics, recent relevant reporter articles, etc. We also facilitated prep sessions to discuss the interview and practice responses.

Pursuing earned media relations: We monitored health tech media to remain abreast of the latest coverage and created multiple salient media angles, which we ambitiously pitched to targeted health tech and business media, speaking engagements and award opportunities .

We proactively pitched these interesting story angles to the media. We also drafted and secured published contributed content that positioned the company’s CEO as a thought leader in the health tech industry. Content topics included, “Unlocking Efficiencies in the Operating Room” and “The Case for Video Data: A Surgical Tool Worth Using.” We also identified top-tier award and speaking opportunities for Caresyntax’s CEO, leveraging these media angles, and managed nominations — all in an effort to elevate the CEO and company’s profile.

Positioning Caresyntax as a health tech leader: Forging a path to amplified awareness and industry leadership

Improving LinkedIn presence: LinkedIn has quickly become one of the top platforms for C-suite executives to position themselves as thought leaders and experts in their industry, particularly within health tech. 

Our digital team elevated Caresyntax’s CEO’s LinkedIn presence by thoroughly auditing his personal profile and the company’s profile. We created an editorial calendar with tailored posts that showcased the CEO’s expertise and experiences, including his unique perspective on relevant articles, key facts and stats, contributed content, takeaways from events, etc. We created compelling videos and other graphics to engage followers and published content at least twice a week on Dennis’s LinkedIn page. We also “beefed up” his profile details to maximize his presence on the platform according to LinkedIn’s best practices. This written and visual content allowed us to engage key stakeholders for our client. 

Positioning Caresyntax as a health tech leader: Forging a path to amplified awareness and industry leadership

Results

The Harbinger Group achieved great success elevating the profile and expertise of the Caresyntax CEO through a refined message narrative, strong earned media relations and a more interesting and engaging LinkedIn profile. THG completed this work through close alignment, including new processes, with the Caresyntax team.

Our earned media team secured media coverage and podcast interviews that garnered millions of views, listens and comments, along with a prestigious recognition for Caresyntax in Fierce Healthcare’s Fierce 15 of 2024.

On the social media side, The Harbinger Group’s experienced digital marketers achieved massive gains in engagements, published content, and overall variety of content, along with a notable increase in followers in just under six months.

Positioning Caresyntax as a health tech leader: Forging a path to amplified awareness and industry leadership