The brief: Profile a customer success story in one of the company’s strongest vertical segments; generate press coverage with a marketing campaign and use the results as a case study for other customers.

Several versions of the project were edited for a variety of audiences and distribution channels: a long-form version featured hospital administrators and company spokespersons; thirty-second and one-minute versions were created for social media use.

At the company’s annual industry-sponsored forum the program was detailed before dozens of customers.