OMRON Healthcare: From media insights to strategic decisions
OMRON is the world’s number 1 manufacturer of both digital blood pressure monitors and inhalers for respiratory care. These and the other core product categories are developed with the mission to help people worldwide lead a healthy and comfortable life. The companies devices are sold in over 110 countries. We talked with Martin Rua, Corporate Communication Specialist at OMRON Healthcare about the importance of media monitoring and reputation management. He tells us how media insights help his team to measure PR and communication efforts and how these insights lead to strategic decisions.
How OMRON Healthcare got started with media monitoring
When Martin Rua attended the European Communication Summit in Berlin to keep an eye on the latest trends within the European communication field, he first got in contact with OBI4wan.
“The team was very approachable and flexible and it was easy to engage with them. This, in combination with the price and quality they offered gave us a good first impression. The fact that OBI4wan has an interesting set of curated media was an important point in our decision to move on.”
Back in the Netherlands, the next meeting to discuss more technical details in depth followed quickly.
“On top of the online real-time brand monitoring platform we also decided to generate quarterly insights reports on our media coverage around relevant topics and their impact on our reputation.”
To get started, OBI4wan Client Consultant Bart and Media Analyst Danielle hold a workshop on the functionalities of the OBI Brand Monitor – the media monitoring tool from OBI4wan. In the session, Martin and his team learned how to use the Brand Monitor and how to set up their own search queries.
“We learned to identify the most relevant keywords. They also showed us how to set up search queries and explained to us how we can use brands and topics. This is now an ongoing exercise for us as things can change overtime, nothing is written in stone, but we have the capability to develop new queries and keep our platform updated so that it can harvest news with the latest developments.”
Strategic decisions based on media monitoring and insights
Martin and his team at the communication department regularly run campaigns around health days to engage with their target audience. They found that some of the campaigns were very successful with press releases receiving a lot of coverage, while others generated less of an impact.
Thanks to media monitoring and insights reports they can now assess how relevant a campaign is, not only for OMRON but the whole media landscape. In this way, Martin and his team can determine whether it makes sense to invest their efforts on running a campaign around a specific health day or not.
“We only want to run campaigns that are really relevant for the public and the tool gives us insights on this. We can now assess the potential of media hits and volume that a specific campaign might generate and take strategic decisions based on that.”
Measuring results of PR and Communication efforts
Quarterly media insights reports provide Martin and his team with an overview of how OMRON Healthcare performed in the EMEA media. Next to an overview on the coverage and highlights of their products and services, the reports also provide insights on relevant sectors, top sources, and an overview of the campaigns and the organisation’s reputation based on a predefined set of reputation drivers.
“We met our annual targets in terms of impressions, reach, volume and sentiment; we could not have provided evidence of our achievements without the platform. And thanks to the availability of the monitoring tool and insight reports, we can now clearly demonstrate the results of our efforts. So the tool helps us to measure our targets and it gives us additional information to steer our communication efforts as well, in order to meet those targets.”
A look into the future
Martin is currently looking into covering additional countries with media monitoring as the organisation is active in the whole EMEA region.
“We are currently busy setting up the monitoring system in other languages to track our results in more countries. In the future we want to add even more countries where we are operating, since we cover the whole EMEA region. So OBI4wan can already start preparing themselves to collect relevant data from these regions as well.”
Advice for other organisations that want to get more out of their campaigns
As advice for other organisations that want to get the most out of their communication efforts, Martin recommends to use in addition to the reports from PR-and media agencies, a real-time online brand monitor that provides transparent, objective and straight-forward information.
“With such a tool, you know what methodology is used and you don’t end up comparing apples with peers. It helps you show the success of your work internally. Also, when you have more insight into the social conversation, you can make better decisions and tailor your content to cater for specific audiences.”