Strategic Storytelling, Crafted with Care

Addressing the Challenge: Recognized as a leading medical equipment manufacturer for more than 50 years, Midmark Corporation was transforming its business to focus on clinical environment design. Making that transition would require elevating customer interactions from product-led discussions to insight-led discussions.

Getting to Precisely What Matters: Following a thorough analysis of the entire sales process, Fahlgren Mortine developed a comprehensive content strategy designed to leverage Midmark’s deep category expertise and valuable commercial insights. In partnership with the company’s subject matter experts, we created the Point of Care Ecosystem white paper series, designed to help providers and healthcare systems understand how to establish fully-connected point of care ecosystems in their facilities. Related content extended across all outreach channels, including webinars, podcasts, blogs and media relations.

Daring to Make a Difference: Fahlgren Mortine was able to secure bylined articles and notable placements in key industry outlets on the innovation and ideas Midmark is bringing to the industry. Since 2016, published byline articles increased by tenfold while notable placements increased by 650 percent.