Marketing Strategy

Thought Leadership with Purpose

The following is a guest article by AgencyTen22.

Research is important, as we all know in this fabulous HITMC community. But mapping a thoughtful plan to showcase valuable market research is essential. This is what Ten22 recently had the opportunity to do with our client MRO.

For the last four years, the MRO marketing team has leaned on our agency for editorial relations, writing, editing, speakers bureau and branded content. The relationship between our two teams is based on years of collaboration. Trust is beyond measure. So when they asked us how to make the most of a research project, we went to work.

From earned media placements to speaking sessions and lead conversions, this six-month project was big but fun.

First, the market research was conducted by Porter Research. You can try to conduct research internally but an experienced third party can extract so much more from participants. Porter has a fine-tuned process for data collection and reporting, which made the analysis and extraction effort by MRO and Ten22 much easier.

Once the research was combed over, our team created a formal report to accomplish four important goals:

  • Increase brand awareness
  • Educate the market
  • Boost web traffic
  • Generate leads

Next we built a strategic campaign plan to promote MRO’s strengths related to their top competitors while also solidifying MRO’s position as an industry leader. The campaign was multifaceted to cover earned, owned and shared media angles.

This MRO case study showcases thought leadership with purpose. The KPIs clearly show the power of a marketing plan driven by thought leadership. You can download the details here.

About Agency Ten22
Agency Ten22 is a public relations, content management, social media and digital marketing firm focused exclusively on the healthcare and technology industries. Ten22’s proven techniques deliver compelling messages, maximize exposure and strengthen market share for healthcare IT and service vendors. Founded in 2005, Agency Ten22 is the most respected media relations agency for small to medium-sized healthcare companies. Visit or join us on Twitter and LinkedIn.




The Healthcare and IT Marketing Community (HITMC) is an extension of the HITMC conference that is the first of its kind event that brings together marketing and PR professionals from throughout the health care community. We strive to provide amazing marketing and PR related content that helps HealthIT companies and healthcare organizations  stand out amidst all the noise of the industry. If you’re looking to market to hospital executives, doctors, practice managers, patients, or other healthcare professionals, you’ve come to the right place. Welcome to the HITMC community!