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Case Studies / Media PlacementsCareVoyant (formerly InfoSys)Challenge: The software developer needed to change the way decision-makers in the health care market thought about its products as the company’s software morphed from simple transaction processing application to a complete business intelligence suite. Strategies: By McCormack worked with company executives to change perceptions through thought leadership articles as well as case studies. To garner the attention of media, By McCormack tied CareVoyant messages into topical health care industry issues such as pay for performance and point-of-care decision-making. Results: By McCormack secured case study and thought leadership articles in key health care trade publications such as McKnight’s Long Term Care News, Nursing Homes Management and Success in Homecare. NeedMyDoctorChallenge: NeedMyDoctor, an early stage doctor-patient communications venture, needed to raise visibility to attract customers and investors. Strategies: ByMcCormack identified and presented company leaders as authorities on patient-doctor communication, not merely as a technical e-mail services experts. As such, the media angles resonated with a wide range of outlets from trade magazines to consumer print and broadcast outlets. Results: By McCormack secured editorial opportunities with top health care trade magazines such as Health Data Management, Medical Group Management Association’s Connexion, Group Practice Journal and Healthcare Informatics. In addition, By McCormack increased visibility through placements in consumer media—including a feature story that ran on the front page of the Chicago Tribune business section. Thomson MediaChallenge: Advertisers in Thomson publications frequently purchase advertorials – but don't have the in-house resources to develop articles that read like journalistic pieces, yet still carry sales messages. Strategies: By McCormack has called upon journalistic and marketing talents to produce well received copy for a variety of companies such as GE Medical Information Systems, Siemens, Per-Se Technologies, VitalWorks and PeopleSoft. Results: Thomson Media routinely depends on By McCormack to help advertisers develop effective content that successfully meets Thomson's editorial standards and advertiser's marketing goals. Recent Media Placements
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