ZixCorp

Zix Corporation (ZixCorp®) provides easy-to-use-and-deploy e-communication services that protect, manage, and deliver sensitive information to enterprises and consumers in healthcare, finance, insurance, and government. ZixCorp's eSecure services enable policy-driven email encryption, content filtering and send-to-anyone capability while its eHealth services improve patient care, reduce costs, and improve efficiency through e-prescribing and e-lab solutions.

The Challenge

After publicly owned ZixCorp acquired PocketScript, an electronic prescription provider, it was faced with the prospect of combining and marketing two distinct product lines – email encryption/content filtering solutions and e-prescribing. The company refocused its marketing efforts and set out to build awareness around its e-prescribing technology, while also investing resources in its eSecure line of business.

"I'm very impressed with the coverage the PAN team has produced for ZixCorp. In my years in marketing roles for other companies, I've not seen the kind of results I've seen in the last six months. This is simply unprecedented."

Rick Spurr
CEO

The Approach

The PAN team began with a thorough analysis of all competitors in the e-communication services market, discussions with key analysts and an audit of key media outlets. PAN examined synergies between the two product lines with an eye toward the healthcare and financial services verticals which were critical to the eSecure side of the company.

IT and vertical trade publications were targeted with a secure email solution story followed by supporting case studies that communicated the benefits of both product lines. To further validate the new combined offering, PAN then added an aggressive lab review campaign element with leading IT publications that firmly re-established ZixCorp's secure e-mail technology as a strong product and leading offering. Through the strength of its validation in the vertical publications, PAN began working its business press contacts to brand ZixCorp as a company that is making the healthcare environment better through technology, while also providing powerful, secure e-mail solutions.

The Results

In eight months, positive business press stories have appeared in a variety of outlets, re-establishing the ZixCorp brand and elevating the company in the healthcare technology marketplace. More than 2,000 additional stories on ZixCorp, its customers and technology have appeared in a variety of key vertical trade outlets.

"I'm very impressed with the coverage the team has produced for ZixCorp", said ZixCorp CEO Rick Spurr. "In my years in marketing roles for other companies, I've not seen the kind of results I've seen in the last six months. This is simply unprecedented."