avicom creative case study

AirStrip Technologies
AirStrip Technologies, a pioneer in mobile, medical software applications, launched their
company in 2006. In 2008, AirStrip approached Avicom to help them take their marketing
to a new level.

background AirStrip Technologies has developed an FDA-cleared software solution built on a robust platform
which enables remote monitoring of critical patient data within a hospital’s labor and delivery
unit. This solution allows a physician to read a patient’s real-time and historic waveform
information via a smart phone such as an iPhone or BlackBerry, thus reducing communication
errors, increasing patient safety and improving risk management.

In March 2008, the San Antonio, Texas-based AirStrip Technologies approached Avicom
Marketing Communications after recently severing ties to a global healthcare technology
provider. A true small business with fewer than ten employees when it first met with Avicom,
AirStrip executives freely admitted they weren’t sure where to begin and needed expert guidance
to establish its position as an independent innovator in the field of remote patient monitoring.

the plan After a fact-finding meeting with AirStrip principals and a thorough research program to study the
field and identify points of opportunity, Avicom designed a comprehensive branding and marketing
campaign that included a positioning statement and supporting points. Avicom also established
brand standards to ensure consistent messaging, as well as a high-end ‘look and feel.’

Every public-facing component of AirStrip Technologies – from printed materials, to the website,
to the trade show booth, among many others - underwent a complete overhaul with the Avicom
team leading the way.

In addition, AirStrip committed to an ongoing public relations campaign that included a monthly
retainer, a steady stream of news releases and outreach to key media outlets, media training
and trade show support to generate interest in AirStrip on the ground level. Trade show
appearances were supported by a stylish and innovative direct mail campaign that used
sleek product images to communicate to the key medical/professional audiences.

the iPhone connection In early 2009, AirStrip Technologies was approached by Apple Inc. to discuss a potential working
relationship. Apple was impressed by AirStrip’s pioneering software applications in obstetrics
and critical care used on the iPhone. The ongoing discussion led to AirStrip Technologies playing
a leading role at Apple’s Worldwide Developers Conference (WWDC) held in San Francisco June
8-12, 2009. AirStrip Technologies was one of a small handful of companies selected to present
demos of their innovative applications at WWDC.

Presenting at WWDC was great news for AirStrip, but required a logistically daunting campaign of
marketing and PR support around the presentation. The Avicom team had less than six weeks
to concept, develop, program and launch a new website capable of handling a high volume of
visitors once AirStrip took the stage at WWDC, create a 3-D animated homepage video, produce
press kit materials, and handle media relations efforts to promote the launch of AirStrip’s
current and forthcoming products.

A v ic o m M ar k eti n g c o mm u n icati o n s
 All deadlines were met. The new AirStrip website logged more than 600,000 hits in the first
24 hours after the WWDC appearance. A supporting social media campaign, with AirStrip
establishing a presence on Twitter and Facebook, led to a deluge of positive messages and
notice from at least one potential AirStrip investor. And AirStrip garnered worldwide media
attention, with stories on CNN, the BBC, USA Today, the Wall Street Journal, NEWSHOUR
with Jim Lehrer and NBC, to name a few.

Due to the success at WWDC, the launch of the website and the public/media relations efforts,
AirStrip asked Avicom to produce a video ‘just like an Apple video’ in style, that would highlight
a testimonial from an obstetrician who uses AirStrip OB. The catch: AirStrip needed the video
completed from concept to completed project in less than two weeks.

AirStrip wanted to ensure the end product would be as impressive as a documentary short that
Apple funded and produced for WWDC which featured AirStrip. The end result: Avicom produced
two cost-effective videos that AirStrip contends could stand side-by-side with the Apple piece in
terms of quality, messaging and overall effectiveness.

Through the Avicom team’s collaborative efforts, the deadline was met with a product that
more than pleased the client and remains, to this day, a highly effective sales tool for AirStrip
Technologies.

In fact, AirStrip President Dr Cameron Powell said, “As I sit here and look at these video assets
that you guys put together.....I am quite impressed. These two videos are EXACTLY what we
wanted and what we needed and they are just on time! Thank you so much for being such great
partners with AirStrip Technologies and for your great work.”

And AirStrip CEO Gene Powell found the piece strongly effective. He wrote of the testimonial
piece, “The impact of the baby’s hand is excellent – brings a tear to my eye every time…
Thanks for all the hard work – I am impressed.”

Apple also recently used the video as a sales tool in Germany and elsewhere. So, not only did
the Avicom team meet the client’s expectations, but Apple was also so pleased with the end
product that they saw value in using the video to help promote their own company.

the end result AirStrip’s commitment to a comprehensive and sustained marketing and PR partnership with
Avicom Marketing Communications has paid clear dividends. Anecdotally, potential investors
have noted that AirStrip’s efforts give the company added value and position AirStrip as a major
player in the field of remote healthcare surveillance. The company is now considered well-
positioned to achieve its ultimate goal as a highly valued partnership or acquisition target.

In the final analysis, AirStrip Technologies CEO Gene Powell put it best: “I want to tell you once
again what a fantastic job the Avicom team has done for AirStrip.  We recently interviewed
internationally known investment bankers and each of their teams took time to review most of
the print material Avicom has prepared for us and our web site. The praise for your work was
exciting. Most commented that they had never seen a company the size of AirStrip with such a
‘big time’ web site and with such unbelievable PR that seems to roll out almost every day. Most
of them quizzed us, and I paraphrase: ‘How in the world did your PR guys create this near viral
environment in the media and on the web for a relatively small and unknown company?’

“All of this recognition of AirStrip has been through ‘earned media’ and press releases.
We have to thank our PR firm, Avicom, for doing such a good job of maximizing the coverage
of every AirStrip event.

“We are very proud of your team and we are very proud that you work for us!”

A v ic o m M ar k eti n g c o mm u n icati o n s