The brief: Create a repeatable account-based marketing program to create Video News Release (VNR) profiles of early adopters of the company’s surgical robotic system, followed by press outreach and editorial placement campaign in select broadcast ADIs.

The program created market awareness of new approaches to surgery for several common procedures: hysterectomy, prostate cancer, coronary artery bypass.

VNRs were distributed in each market, followed by engaged media relations activities to ensure broadcast, print and radio coverage. Success was achieved in every market with complete media saturation and commensurate spikes in referral rates to profiled practices