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Cynerio is a leading provider of healthcare IoT security solutions. When the company came to Alloy, it was well known in the cybersecurity industry but wanted to accelerate go-to-market in the U.S. enterprise healthcare segment. To capture the attention of hard-to-reach buyers, Cynerio needed to stand out with a fresh and provocative message supported by a creative marketing program. That's where we came in.

We started by conducting a media and messaging audit to uncover gaps and opportunities with Cynerio’s current positioning. Focusing specifically on how to break into the crowded cyber media landscape and engage healthcare security buyers, our research revealed the need to take a bolder stance on persona pain points and the solutions to address them. New key messages and proof points followed, from which all content would be crafted. 

From there, we needed a strategy to quickly break through the noise. Alloy recommended launching Cynerio’s first-ever data report — an inside look at the increasing velocity of medical device vulnerabilities and cyber threats facing hospitals — supported by a robust marketing and PR program to increase awareness and demand among its target personas.

  • Repositioning to own a crowded market

    Cynerio’s previous positioning hindered it from standing out. Alloy led the creation of new messaging, featuring a bold tone of voice and provocative points of view on industry trends and persona pain points for Cynerio to own moving forward. This enabled the brand and SMEs to stand out and effectively engage stakeholders in the crowded marketplace.

  • Using data to drive awareness & credibility

    Cynerio needed to gain credibility quickly against loud competitors in the security landscape. Collaborating with Cynerio’s team of in-house researchers, Alloy conceptualized and launched the company’s first data report, targeting healthcare cybersecurity buyers. Based on research conducted by Cynerio, the report found that over half of IoT devices used in hospitals have a critical vulnerability that could put facilities and patient lives at risk — a shocking stat for personas.

  • Educating the market with multichannel marketing

    Using Cynerio’s new positioning, we distributed the report through a multichannel campaign to educate buyers and direct them to Cynerio’s website. The report immediately captured global industry attention, with more than 50 pieces of media coverage in national, security, tech and healthIT publications — 38% of which was top tier press. Social sharing and SEO rankings spiked, and combined, organic and referral traffic boosted website visitors by 29%. 

  • Building trust with new personas

    Building sustained trust among healthcare buyers was critical. Alloy created a long-term strategy to drive awareness and engagement leveraging media relations and social media. We paired Cynerio’s data with commentary and trends to establish Cynerio and its executives as industry thought leaders in top tier healthcare trades. This catapulted the company to No. 1 in share of voice compared to key competitors. Cynerio became so well known in the space that it was a sought-after brand at the industry’s top tradeshow HIMSS that year.

With Cynerio aiming for rapid expansion, replicating the data campaign would position the brand as a primary resource and support awareness and lead gen as the company continued to scale. Alloy collaborated with Cynerio on launching a data-backed resource center with subsequent reports and other collateral, such as vulnerability discoveries, fueling subsequent growth.

+
pieces of earned media coverage in 30 days
%
of coverage in tier 1 press
%
share of voice
%
increase in web visitors

Through our partnership, Cynerio landed on the screens of its hard-to-reach buyers and outpaced all competitors in share of voice.

Setting a strong foundation

To identify whitespace for Cynerio in the marketplace, we first audited competitor messaging and media trends compared to current brand positioning. Next, we interviewed company SMEs to pinpoint compelling narratives and swimlanes for the brand and executives to own. The resulting messaging and SME Matrix we developed ensured alignment on positioning and topics we’d pursue from a thought leadership perspective. These SMEs became forefront in our external communications, positioning Cynerio as a trusted expert.

Pre-seeding news to key customers, prospects, partners & media

Leveraging Cynerio’s data report as a hook, we set embargoed briefs with key media targets, as well as shared with target accounts and channel partners to tease the report. HIMSS, the premier healthcare event was also on the horizon, and we used this milestone to book in-person meetings and broadcast interviews.

Giving data a long shelf life

Cybersecurity and healthcare reporters alike continued to cover the challenges around securing the ballooning number of IoT-connected medical devices for months. We leaned on these trends to continuously tie Cynerio’s data to the evolving news cycle, introducing the brand to new journalists and buyers throughout the year.

Depositioning competitors

Cybersecurity competitors jumped on the IoT trend, so our messaging leaned heavily into Cynerio’s strength as a healthcare-specific security provider and robust research team which has the ability to uncover vulnerabilities such as those released in the report. With an integrated campaign including SEO, PR and multi-medium content, we outranked Cynerio’s competitors in Share of Voice and healthcare security-related search rankings.

Don't Just Take Our Word For It

"Alloy is very professional, responsive and always provides honest feedback."

— Vicki Michaeli, VP of Marketing, Cynerio
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