Overview

When VVK PR + Creative (then Stern Strategy Group) began working with Siemens Medical Solutions, the company was widely recognized for its medical imaging equipment. While its products were respected throughout the healthcare industry, customers often viewed Siemens through the lens of individual technologies rather than as a strategic partner capable of solving broader healthcare challenges.

Over the course of nearly a decade, including eight years as agency of record for its imaging business, we developed and executed a communications strategy to reshape that perception. Our work focused on elevating Siemens beyond its products by highlighting the company’s expertise, innovation and ability to help healthcare organizations address complex industry challenges through integrated imaging and information technology solutions.

The Strategy

Changing market perception required more than product publicity. It demanded a sustained effort to reposition Siemens as an industry thought leader and trusted advisor. Key elements of our strategy included:

• Strategic media relations targeting both mainstream business and healthcare trade media to showcase Siemens’ innovations, customer partnerships and leadership across the healthcare landscape
• Issues-driven messaging that shifted the conversation away from individual products and toward the broader challenges facing healthcare organizations, including cost pressures, workforce shortages, quality of care and the growing need for integrated technology solutions
• Creation of a customer magazine, highlighting value-driven use cases and partnerships through thought leadership and storytelling
• Development of a speakers bureau that positioned Siemens executives and subject matter experts as sought-after voices at industry conferences and events, creating new opportunities to engage healthcare decision-makers while reinforcing the company’s expertise

The Work

Throughout our partnership, we built a consistent stream of earned media opportunities and executive visibility designed to reinforce Siemens’ position as more than an equipment manufacturer. By connecting the company’s expertise to the issues healthcare leaders cared about most, we helped create a stronger narrative around Siemens’ role as a provider of end-to-end healthcare imaging and information technology solutions.

At the same time, we expanded the visibility of Siemens executives through speaking engagements, media interviews/ and thought leadership opportunities. This integrated approach ensured Siemens was consistently part of the industry’s most important conversations while strengthening its reputation among customers, partners and key stakeholders.

The Impact

• Earned coverage across medical imaging, healthcare, business and mainstream media that reinforced Siemens’ ability to address critical industry challenges, including healthcare costs, staffing shortages and quality of care
• Secured speaking opportunities on more than 40 conference agendas in a single year, significantly increasing executive visibility and industry influence among target audiences
• Generated increased demand from journalists and conference planners seeking Siemens executives as expert sources and speakers
• Supported broader business and sales objectives by strengthening Siemens’ positioning as a comprehensive healthcare solutions provider
• Contributed to a communications program during a period when Siemens Medical was the most profitable division of Siemens AG for several years