Cogito: Knowing when the time is right to verticalize
Extended brand presence and visibility in the CX landscape through targeted media campaigns aimed at key verticals, including healthcare – a huge market opportunity.
PAN engaged Cogito’s customer and top healthcare payer, Humana, to participate in media activity supporting the use case for Cogito’s technology in action. The first step was to identify the brand champion within Humana and craft storylines to elevate Humana as an organization embracing innovation. Next, PAN helped to position Cogito as a company poised to impact the healthcare market through a game-changing CX approach.
The strategy to maximize visibility through targeted high-tier press opportunities that created momentum in the media market resulted in a feature story in WSJ’s CIO Journal. This led to inbound opportunities, a strong linkage between Cogito and its impact in healthcare, and greater brand recognition in the space.
We have been very happy with the campaign results promoting Humana’s deployment of Cogito’s AI technology. The biggest reason this campaign has been a success is the PAN team worked closely with Cogito, our customer Humana and the press to capture not only a novel use of technology, but how it is truly benefiting the people who use it as well as the people (customers) they impact. The PAN team has made the effort to learn the intricacies of our customer’s usage and the outcomes achieved and appropriately positioned that with the right media. Humana has the opportunity to talk about how they are innovating to better support employees and customers – and we like the world to know they are using Cogito to do that.
– Steve Kraus, VP of Marketing, Cogito
From transformations to competition, we know B2B tech and healthcare. Learn more about our expertise here.
Combined with our tech expertise, our integrated service offerings can help your brand achieve business goals.
We're an award-winning integrated marketing & PR agency, but also so much more. Learn more about working with PAN.