Case study: Beckman Coulter - European Medical Journal

Case study: Beckman Coulter


Leading medical diagnostic organisation Beckman Coulter chose EMJ to create an improved channel of communication with healthcare professionals.

Intro to the client

Beckman Coulter helps healthcare professionals with assessing, diagnosing and monitoring various conditions from cardiac disease to metabolic functions, blood disorders, infectious disease, cancer and more. The organisation provides reliable and robust solutions, including total laboratory automation to enable effective and efficient diagnoses, improving healthcare around the globe.

The organisation impacts the healthcare industry by leveraging its experience and products through patient insights, clinical chemistry and an immunoassay menu that addresses prevalent and costly health risks.

Beckman Coulter has been working with the European Congress of Clinical Microbiology and Infectious Diseases (ECCMID) which on April 23-26,2022 was held in a hybrid format with seminars both online and physically in Lisbon.

What they asked EMJ to do

Beckman Coulter wanted to improve how they communicated with healthcare professionals – seeking to create new comms channels other than trade shows. The aim of the campaign was to switch to a more suitable way of communication with stakeholders and attract new partners.

What EMJ recommended

EMJ recommended producing the podcast format which is increasing in popularity among professionals – delivering more engaging content that is accessible from various devices.

The Beckman Coulter podcast mini-series – which included three ten-minute educational episodes that focused on topics of Antimicrobial Resistance (AMR) – was released on the EMJ website on the 14th April 2022.

The podcast episodes explored the core causes of the AMR emergence, the cost of treatment to patients, the role antibiotic treatments have in the occurrence of AMR and what part the microbiology testing will play in countering the approaching challenge that antimicrobial resistance (AMR) presents.

The bonus episodes were added to the EMJ podcasts and were available to stream from Spotify, Apple, Acast and Amazon Music. To reach an audience at the ECCMID conference, the QR codes were shared during the congress for the audience to easily download and listen to the mini-series during the event.

The episodes saw significant numbers of downloads and plays.

Comment from the EMJ owner

EMJ account manager Drew Dirvin said: “Podcasts are an incredibly popular means of reaching new audiences who are already seeking to widen their knowledge on the recent innovations around microbiology and infectious diseases from other professionals. Especially with the approaching ECCMID 2022 which this year included online content, we believe to have reached the right audience.”

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