Creating a B2B Footprint in Life Sciences

Situation

Zephyr Health, a data analytics company, needed to increase awareness of its lead product, Zephyr Illuminate, and establish its role in accelerating sales and marketing for life sciences companies. The business challenge was—and still is—that healthcare is one of the last industries to embrace big data. The communications challenge was that Zephyr Health’s “story” is an unlikely marriage of data, technology, healthcare, and commercialization; it didn’t fall under a specific beat of any single reporter. There were no precedents and no benchmarks to leverage. Zephyr Health had to establish its own footprint.


Solution

Continuum devised a dynamic engagement strategy to generate exposure for Zephyr Health and the services it provides. We relied on the media’s curiosity of how technology could impact commercial decisions in the life sciences industry to generate coverage in business, life sciences, and technology media, then layered these efforts into a comprehensive thought leadership campaign. Together these activities perpetually kept Zephyr Health in targeted media and in front of potential customers.

Results

  • Increased share of voice for 5 straight quarters
  • 42 original articles in business, life sciences, and technology media
  • 24 interviews / briefings secured with prestigious outlets including The Wall Street Journal and San Francisco Business Times
  • Submitted nomination forms and received 2 prestigious industry awards