Carestream
Carestream Health, is a global leader in medical and dental imaging technologies.
Carestream
Carestream Health, is a global leader in medical and dental imaging technologies. In India, the brand faced the dual challenge of competing with multinational giants such as Siemens and GE Healthcare while ensuring deep engagement with radiologists, its most influential stakeholder group. Over a decade-long partnership, Carestream deployed a comprehensive communications program that built sustained visibility, trust, and advocacy. Through a mix of editorial consistency, innovative engagement platforms, and internal alignment, Carestream not only secured leadership in share of voice but also transformed radiologists into active partners and endorsers of the brand.
Background & Challenge
Entering India in the 1990s, Carestream Health quickly became a leader in radiology imaging systems. However, the healthcare technology space is intensely competitive, dominated by global players with equally strong heritage and innovation credentials. To succeed, Carestream needed more than product excellence — it required sustained visibility, credible industry engagement, and endorsement from radiologists, who directly influence technology adoption in hospitals and clinics. The challenge was twofold:
- Maintain a leadership position in voice against aggressive competitors.
- Consistently engage radiologists to ensure recall, trust, and advocacy.
Strategy & Approach
Alphabet Media, working with Carestream, designed a multi-pronged communication strategy focused on three key levers:
- Media Engagement: Building strong editorial partnerships to ensure consistent exposure across healthcare publications.
- Stakeholder Platforms: Creating knowledge-sharing and engagement vehicles for radiologists.
- Internal & Dealer Alignment: Equipping employees and partners with structured communication, ensuring cohesive brand messaging.
Execution
The program was executed across multiple channels:
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Media & Content Strategy
- Year-round editorial and advertorial placements on CR systems, DR systems, laser imagers, and corporate developments.
- Highlighted global and local achievements, awards, and technological milestones.
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Radiologist Engagement Platforms
- e-Radiograph: A first-of-its-kind platform enabling radiologists to publish and share theses, co-created with Carestream.
- iStream Newsletter: Featured product updates, radiologist interviews, and ongoing developments.
- Customer Service Newsletter: Regular updates to reinforce Carestream’s service commitment.
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Event-Based Engagement
- At the Indian Radiological & Imaging Association Conference, Carestream created immersive booth walkthroughs for radiologists.
- Captured testimonials and feedback, repurposed into newsletters, dealer briefs, and digital content.
- Launch of products across multiple cities.
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Internal Communication
- A dedicated Internal Media Newsletter was developed for employees and dealers, reinforcing Carestream’s innovations and sharing media coverage.
Results at a Glance
Month-on-Month Dominance in Share of Voice vs Competitors
Engaged Community Acting as Content Partners & Advocates
Consistent Brand Storytelling Across the Value Chain
Recognized Leader in Medical Imaging Through Sustained Communication