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.
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.
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.
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.
"Alloy is very professional, responsive and always provides honest feedback."— Vicki Michaeli, VP of Marketing, Cynerio