Practice Areas

Corporate/B2B

 

Camstar - Launching An Industry Evangelist

 

Challenge

Camstar Systems, Inc. is a leading provider of enterprise manufacturing and quality systems for global manufacturers. In 2003, the company launched its technology in the life sciences market, an industry that was challenged with regulatory constraints and paper/documentation trails known as device history records (DHR). At the time Camstar was entering the market, the life sciences industry was completely unaware of enterprise systems or any providers that could resolve these issues. CRT/tanaka's challenge was to fuel increased leads through media relations.

 

Solution

One of the agency's key strategies in this effort was not to focus Camstar's messaging around products but to take a leadership role in the industry by positioning its director of life sciences as a regulatory affairs expert. CRT/tanaka's media outreach included creating and pitching to editorial calendars developing article pitches based on industry pain points; creating outlines for publications working with industry experts on article content working with publications to edit article submissions and providing graphics to support editorial. From August 2004 to November 2005, CRT/tanaka ghost-authored and placed multiple articles in every publication designated on Camstar's wish list including, but not limited to, Medical Design Technology, MDDI, MPT, MX, Medical Device and Pharmaceutical Technology, Quality Digest, Pharmaceutical, RAPS, Pharmaceutical Formulation and Quality, Medical Design News, Pharmaceutical Processing, Drug Delivery Technology and Medical Design Technology. In addition, the agencysecured speaking opportunities for the company's Director of Life Sciences at National Manufacturing Week, Interphex 2005, Regulatory Affairs Professional Society (RAPS) events and several audio conferences.

 

Results

The Camstar campaign received the 2005 LA PRSA PRISM Award for business-to-business marketing. The company attributed the increase in awareness to an increase in revenue (on a GAAP basis) of more than 70 percent in the first eight months of 2005 as compared to the first eight months of 2004.