Brand Positioning & PR

Fueling Coordinated Care AI Start-up to Unicorn Status

By boldly defining a new category—Intelligent Care Coordination—Viz.ai captured a fragmented market, rallied internal culture, and emerged as the recognized unicorn leader, dominating headlines and healthcare minds alike.

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Award-Winning Project

Viz.ai

Services

New Category Development

National Media Blitz

Thought Leadership

300

On-Message Stories

WSJ Coverage

1.2B

Valuation

Media Coverage

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Goals

Increase recognition as world leader in AI for “intelligent care coordination”
Pave way for rapid growth
Establish thought leadership position

Challenges

New positioning/category creation required re-education
Audiences spanned multiple, disparate healthcare disciplines
Fast growth required internal cultural shift

Approach

Define new category and repeat it in all outbound messaging
Give key national press the first chance at curated stories
Leverage data, customer footprint, awards and top talent to reinforce leadership position

Results

Abundant positive, on-message press coverage in major national mainstream and trade media
Consistent repetition of new category name
Acknowledgement as leader, and new unicorn, in the newly created category