Tim Kelly discusses importance of media relations for Dialog Medical
In the latest installment of our 10th anniversary blog series, a Dodge Communications client is interviewed to discuss his experience with Dodge over the years. To view earlier installments please click here. Tim Kelly is vice president of Dialog Medical, a division of Standard Register Healthcare. Dialog Medical has been a Dodge Communications client for more than seven years. Click on the picture below to listen to the interview or view the transcript below.
Dodge: In those seven years, how has Dodge Communications helped with your integrated communications needs?
Kelly: Dodge has been amazing over the course of seven years. Dialog Medical started with a truly missionary product—something that was unknown to the market. We were automating a non-standard process and introducing a new approach to a traditional workflow. Dodge has been invaluable to our efforts to educate the market on our solution, and even more to the point, to help the market understand there is a need for the solution we offer.
Dodge: What are some of the major accomplishments you’ve been able to achieve with Dodge, and how have these accomplishments impacted your overall business?
Kelly: The great thing about Dodge is their ability to secure media placements. The last media report you folks generated listing the number of placements you’ve achieved over the past seven years was over 25 pages long. That’s not 25 individual placements, that’s 25 pages full of great journal placements. Probably one of the best was a Wall Street Journal piece, and as a matter of fact, Dodge won a Communicator Award for that particular placement. It has probably been our most-used piece in the last several years. That Wall Street Journal article has been employed by our sales force; it’s prominent on our website; and it’s really validated what we do. One of the amazing things about that piece is that it contained two pictures of our product in-use and three full screen shots —a placement that is just absolutely outstanding. We are now in a stage where we are beginning to see the impact Dodge has had on our clients now that we’re doing interviews with those same clients who were at one point influenced by our media placements. Just by way of example, one client is a large healthcare system in the Chicago-area—an eight hospital system. When interviewed for and article, we asked them why they selected a Dialog Medical product, and we found out they did their research on the market, and they looked at the evidence—evidence that was mostly developed by Dodge Communications that ultimately influenced their decision to purchase our application. We also uncovered the same thing in an interview we just completed with a client in the Boston area. It’s exciting that Dodge has now come full circle, and we’re interviewing people who based their purchasing decision on evidence that Dodge had prepared in years past for us.
Dodge: Where do you think integrated communications is headed, and why do you think Dodge is positioned to succeed?
Kelly: I think Dodge is just doing an amazing job in the area of integrated communications. You folks, to your credit, are dragging me kicking and screaming to the area of Twitter, LinkedIn, Facebook and all of that. You can tell from the gray hair that I’m a little older, even though I have teenagers who try to educate me in the area of social media. Dodge is helping keep me stay current with my own kids. Traditionalists like myself would love to stay in the print area, but Dodge has done a great job of expanding the scope of our marketing communication efforts. I use Dodge extensively for PR, for some marketing (we’ve done a few brochures), and a lot for web development. They’re helping with placements now, not only with web communications, but we’re also finding ourselves commenting on the postings of others in an effort to better communicate our message. Dodge has done a wonderful job on the social media side of things through picking up on trends, pointing us where we should go to comment on themes to better position ourselves as experts on a particular area. Their assistance with our website has been focused on search engine optimization and search engine marketing, and that’s been a huge help for us as well.
Dodge: That’s all the questions we have for you, is there anything else you might like to add, or do you have any fun memories of Dodge you’d like to share?
Kelly: I’ve worked with a number of PR firms over the years, and Dodge is just absolutely outstanding. We’ve been a Dodge client for seven years, and I don’t think in any previous existence did I ever spend seven straight years with any one PR firm or any one ad agency. Dodge just continues to add value; they continue to make us exceptional in the marketplace. One of the fun things personally, is you folks drive me; you folks make me a more effective marketing person by staying behind me and pushing me to constantly promote our solution. Your attentiveness to deadlines, your knowledge of the market, and your continual presenting to me of new promotional and communications opportunities that has helped make our company successful. Dialog Medical is now a division of Standard Register Healthcare and that has a lot to do with Dodge Communications.