The Challenge: As a 25-year veteran in the industry, API's knowledge of the healthcare industry runs deep. Despite this strong advantage, API faces tough competition in its market, including vendors that develop labor resource management solutions for multiple industries. To keep ahead of the competition, API needed to establish mindshare among C-level executives and better emphasize its unique differentiators.

The Solution: A successful 2006 ad campaign highlighting API’s exclusive focus on the healthcare industry helped to build a foundation for future PR and marketing efforts. The company partnered with Dodge to kick off a new campaign the following year focusing on the specific ways that its products help hospitals manage their most valuable resource — employees. These print and online ads, tradeshow exhibits and direct mail postcards were supported by a strong PR program spotlighting the success of API’s hospital clients.