Trainer Rx - Product Introduction Event
Company: Trainer Rx, Walnut Creek, CA, USA
Entry Submitted By: Crisp
Company Description: Trainer Rx is a leading innovator in orthopedic mhealth solutions. The platform aids in the prevention and recovery of injury and surgery providing prehab, rehab and home self-care video content. The platform uses innovative technology that learns and individually adjusts based on end user feedback.
Nomination Category: Live Event Categories
Nomination Sub Category: Best New Product Introduction Event
Nomination Title: Introducing Trainer Rx to Health Care Executives
The date on which this nominated entry was first presented: March 8, 2018
Describe the nominated event's communications objectives and how it met those objectives, including the event's genesis, development, performance, and results to date (up to 525 words):
OVERVIEW.The Trainer Rx platform is a unique online physical therapy (PT) program focused on helping patients recover from injuries and/or surgeries.It offers patients custom PT sessions that can be accessed anytime, anywhere, and on any device. Like conventional PT, it must first be prescribed before patients can access the customized sessions. A one-time cost (lower than most deductibles) gives patients access to their PT sessions for a full year. All sessions utilize video and were shot in front of eye-catching landscape.
Once patients access the platform, they are engaged, demonstrating high participation rates(+80%), shortened recovery periods(30%),and high customer loyalty(87% net promoter score).Patients who utilized the platform demonstrated greater pain reduction,averaging 25%, but for some conditions, they experience a pain reduction of as high as49.5%. To date more than600,000 sessionshave been completed on the platform.
THE CHALLENGES.Despite the platform’s unique features and its successes with patient recovery,the platform hadlittle to no awareness among physicians and clinicians, consumers, and health care systems.
THE OBJECTIVE & STRATEGY. The new VP of marketing decided tointroduce the platform at the annual conference of the Healthcare Information Management Systems Society (HIMSS). HIMSS attracts an estimated 45,000 health executives. Alongside the HIMSS event is a show designed to demonstrate the latest tech in the health ecosystem—the Intelligent Hospital Pavilion (IHP). Tactics incorporated into the introduction launch include:
-Having the CEO present at the event
-Setting up a booth with samples of patient testimonials and whitepaper
-Showcasing the platform using a real-life patient scenario at the IHP
-Press release discussing the CEO’s presentation
-Targeted campaign via social channels one week before event
-Collaboration with HIMSS and IHP’s public relations team
-Creating a YouTube channel with ready-to-view videos
-Booth traffic was heavy with executives standing in line to explore the platform
-3,400 requested informationbased on showcasing the platform in IHP, with 55 becoming qualified leads
-Website visits skyrocketed with >550% increase
-Post-event eblast had an open rate of35%with click through of>20
-Several bloggers tweeted CEO’s presentation including a push from one channel with>100,000 followers
-244 mediapicked up (with a total potential audience of nearly82 million views) and covered the press release
-41 viewers(30 of whom were media) viewed videos on YouTube
-Online shares led to coverage in U.K., India, Canada, and Australia
-A video interview from “The Doctor Weighs In” will be posted online and in social channels
-A national consumer journalist is going through PT sessions to write about her experience
List the appropriate creative and production credits for this entry: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
Marketing/Communications Agency: Crisp (CrispSolution.com)