CASESTUDIES

LUMINEX

An international leader in cutting-edge molecular diagnostics, Luminex is transforming global health care and life-science research through the development, manufacturing and marketing of proprietary technologies. Luminex is committed to creating breakthrough solutions to improve health and advance science.

CHALLENGES

Luminex was on the cusp of a global launch of a new technology with the potential to be a game-changer in the molecular diagnostics market. Meanwhile, among its major competitors, Luminex had the lowest share of voice across all media channels. The global product launch required various strategies to reach different emerging international markets.

GOAL

Our primary goal was to position Luminex as a thought leader in advance of the global launch for a new cutting-edge molecular diagnostics technology, which will allow for rapid detection of infectious diseases.

STRATEGY

We developed a strategy to identify and leverage key influencers to extend the Luminex positioning into key communication channels, including a new website, which would serve as a comprehensive online resource and community forum focused on advances in molecular diagnostics, infectious disease research and laboratory innovation.

Aaron D. Bossler, MD, PhDDirector, Molecular Pathology LaboratoryDirector, Molecular Genetic Pathology FellowshipCo-Director, Resident Rotation in Molecular PathologyClinical Associate Professor of Pathology - Clinical Pathology University of Iowa Carver College of Medicine

Primary O ce: C606 General HospitalIowa City, IA 52242Primary O ce Phone: 319-384-9566Email: aaron-bossler@uiowa.edhttps://twitter.com/MolecularIowahttps://www.facebook.com/aaron.bossler.7

A liations & Memberships:University of Iowa Carver College of MedicineAMP, Co chair of Economic A airs committeeJCM Editorial Board memberAMA Molecular Pathology Advisory GroupCAP Economic A airs Committee

BIO: Dr. Bossler is Associate Professor of Pathology at the University of Iowa College of Medicine where he serves as the Director of the Molecular Pathology Laboratory and Molecular Genetic Pathology Fellowship Program. He is chair of the AMP Economic A airs Committee, and a member of the AMA Molecular Pathology Advisory Group, CAP Economic A airs Committee and The Journal of Molecular Diagnostics Editorial Board. He has also served as the AMP representative to the CAP Pathology Coding Caucus (PCC). His research interests center on the development of new molecular diagnostic assays and the role of HPV infection in the development of squamous cell carcinoma.

Dr. Bossler’s clinical service duties include directing the molecular pathology laboratory, developing and validating new, rapid and cost e ective molecular assays for genetic, neoplastic and infectious disease testing, and interpreting and reporting patient results from clinical molecular testing.

© 2015 CROSSWIND MEDIA & PR

@MolecularIowa

RESULTS

We created a proprietary branded healthcare influencer playbook, which includes the top thought leaders in the molecular diagnostics and infectious diseases space. We also are preparing to launch an international online community forum — the first-of-its-kind in the market — featuring original content, contributed content, news, recent research and a calendar of upcoming industry events. By harnessing relatio

WINCOR NIXDORF

Wincor Nixdorf is a global leader in advanced retail and banking IT solutions. With a presence in more than 130 countries, Wincor Nixdorf’s U.S. headquarters are located in Austin, Texas. The company’s broad range of innovative hardware and software solutions are complemented by high-end services to many of the world’s top banks and retailers.

CHALLENGES

Wincor Nixdorf was lagging in brand awareness in the U.S. market. Its competitors had a “home field” advantage, resulting in limited visibility for Wincor Nixdorf among U.S. media. Internally, there was a lack of a consistent and compelling narrative, which translated to the external brand.

GOAL

Our primary goal was to build a U.S. brand with purpose.

STRATEGY

We developed a strategy to promote Wincor Nixdorf as a thought leader within the Public Dialogue through a series of “road shows” across the country with key customers, in an effort to strengthen and expand partnerships, elevate Wincor Nixdorf’s profile among key media in the U.S. and to achieve its business goals. To illustrate the company’s leadership in the retail space, we executed a strategic media plan across multiple channels to tell the Wincor Nixdorf story during a flagship retail industry trade show held annually in New York City.

RESULTS

In 2014, the Wincor Nixdorf North America region was the strongest performing group, with a 19 percent annual growth rate. In addition, Wincor Nixdorf’s media mentions increased by 60 percent in a one-year period, while its share of voice improved by 10 percent relative to its major U.S. competitors. Our strong relationships with Tier One media and trade media resulted in a 75 percent annual increase in journalist meetings with Wincor Nixdorf senior executives. We kicked off 2015 at the NRF Big Show in New York City, where we conducted more than 15 briefings with journalists. Following the trade show, we secured 197 media hits, which reached audiences in the United States and around the world, including the UK, Spain, South Africa, Germany, France and Canada. In total, the media coverage reached an online audience of nearly 80 million people, and the ad equivalency for this coverage amounted to more than $700 million.

ACCUDYNE INDUSTRIES

Accudyne Industries is a global provider of precision-engineered, process-critical and technologically advanced flow control systems and industrial compressors that are used in some of the harshest environments around the world. Accudyne employs more than 2,800 people at 16 manufacturing facilities, supporting a broad range of industries in more than 150 countries.

CHALLENGES

Accudyne had several disparate brands and business units working in silos without a B2B strategy when presented in the marketplace.

GOAL

Our primary goal was to raise the profile of several brands in the Accudyne family, thus growing the Accudyne brand.

STRATEGY

Our targeted strategy was two-fold. We cultivated relationships with key industry reporters and created content to contribute in the leading trade publications, where prospective customers access their information.

RESULTS

In a period of 6 months, we secured 50 face-to-face editorial meetings, created a dozen bylined articles and partner profiles, which were prominently featured in key trade publications. We also secured hundreds of press stories, which received thousands of online mentions. As a result, on the individual business unit level, we’ve successfully raised their profiles in the media and brand recognition has increased exponentially with distributors, partners, customers and prospects. For Accudyne, we’ve streamlined the brand relationships, implemented brand standards and closed technology gaps.