Alloy logo

Services:
Media Relations
Media Relations Strategy
Search Engine Optimization
Demand Generation Campaigns
Martech Measurement & Implementation

Founded as a small startup with a mission of helping independent doctor groups communicate more effectively with the larger world of healthcare providers, Updox provides a single collaboration platform for out-of-hospital healthcare providers. With its broad set of capabilities for patient engagement, provider communications and internal productivity, Updox aids its customers in heightening the patient experience, boosting practice productivity, and increasing profitability.

Upon entering the market, Updox experienced immediate demand, and quickly identified areas for expansion to serve larger healthcare enterprises. As a result, the company needed to pivot to focus on new sales streams of business, and sought a marketing strategy that was highly-efficient, targeted, and ROI-driven to achieve success. This challenge occurred during the middle of a global pandemic, and at a time when competition in the vertical care space was as fierce as ever.

With an exit strategy on the horizon, Updox selected Alloy as its healthcare public relations agency to increase awareness, build demand for an expanding product suite among new verticals, and position it as the leading player in virtual care, ultimately helping the company achieve its aggressive growth goals.

  • Evolving from startup to strategic market leader

    Alloy developed a marketing strategy designed to drive greater brand equity and product cross-selling opportunities among current and new audiences. Leveraging strategic thought leadership, executive visibility and content marketing, Updox became a well-known brand and key industry leader in record time.

  • Maintaining growth during a global pandemic

    During the height of the COVID pandemic, Updox needed to gain increased visibility with providers, position itself as the leader in virtual care, and convince providers that telehealth was here to stay. Alloy developed a robust thought leadership strategy centered around competitive differentiation. From media coverage in tier-1 healthtech publications, such as Medical Economics and Physicians Practice, to podcast features on Mission Daily and the Empowered Patient Podcast, Alloy blew its media goal out of the water in 2020, garnering 190+ pieces of earned media and exceeding the media coverage of all competitors.

  • Taking trade shows virtual

    When the trade show world went virtual in response to the COVID-19 pandemic, companies - including Updox - were forced to rethink how they could best maintain personal connections and drive the leads that typically accompany events. Alloy helped Updox navigate its first virtual trade show experience by developing an integrated pre-, “on-site” and post-show event strategy that would resonate with intended audiences across all channels. As a result, Updox received high levels of engagement, garnering over 500 new leads and ultimately exceeding the company’s expectations for the event. This approach was then rolled out to multiple other conferences.

  • Attracting the attention of investors

    Once establishing Updox as the virtual care market leader, Alloy expanded its strategy to support the company’s acquisition goals. In addition to engaging clinicians and health systems, we placed a dedicated focus on investors, creating content and a news pipeline designed to establish trust, increase transparency, and ultimately drive investor confidence. As a result of campaign efforts, Updox was acquired by EverCommerce, becoming a lynchpin in its health services portfolio. The deal further empowered the company to enable healthcare practices to more effectively market and interact with patients both in and outside the practice, while simplifying payments.

As COVID-19 spread across the U.S. in 2020, telehealth usage skyrocketed. For doctors, technology that was once considered a “nice to have” became a necessity. During this time, Updox faced steep competition from a new crop of first-generation providers and non-HIPAA compliant solutions that the government temporarily allowed during the pandemic. In order to retain Updox’s position as a leader in virtual care, retain existing telehealth customers, and add more providers to the pipeline, Alloy prescribed an integrated campaign centered around a novel data report.

As a result, Updox saw demand surge during the first half of 2020, with 10,000+ new customers month-over-month and a 20,000% spike in adoption of its telehealth solution.

media placements in 5 years
%
total share of voice
%
spike in product adoption in just one month
%
spike in conversions from social media in one month

Through our partnership, Updox experienced dynamic growth and demand, becoming the leader in virtual care and ultimately resulting in its acquisition by EverCommerce.

At the start of our engagement with Updox, Alloy was tasked with developing the company’s first-ever integrated PR and marketing strategy. To resonate with its core buyers — while attracting attention amongst new stakeholders — we knew our messaging must be centered around an empathetic, visionary narrative. To accomplish this, we first conducted a media and competitor audit to uncover opportunities for Updox to stand out in the marketplace. The findings were then leveraged to develop our media relations, thought leadership and content strategy.

Thought leadership that thrives

Our aggressive media relations program included a strategic cascade of corporate communications, including momentum and partner press releases and creative outreach to local, national and trade media. Data-backed surveys and customer success stories were also leveraged to raise visibility and credibility. Thought leadership centered around the future of telehealth and virtual care, leveraging Updox SMEs to provide bold and provocative commentary on the topic. Content marketing — including blogs, newsletters, and other website resources — were designed with SEO in mind to further educate readers and drive website traffic.

Social media engagement soars

Alloy’s social media strategy rounded out the program. While brand content was critical to driving success, brand executives — as well as Updox employees — were encouraged to promote content and media wins to further reach and engagement. At the same time, Alloy conducted real-time management of the Updox online community - answering questions, engaging in telehealth and virtual care conversations and driving audiences to appropriate landing pages.

Don't just take our word for it

Alloy is a true partner to our team. They bring solid industry knowledge, creative ideas and expertise developing integrated PR and marketing campaigns. Their approach has supported enormous growth for our business."

— Aisling Babbitt, Director of Communications
Work with us