Impressive PR results and linear growth for a B2B client that uses a well-known technology in a new, unexpected way? That’s what Cliffhanger achieved for Xandar Kardian, helping the company grow from an early-stage startup to the benchmark name in its category.

Cliffhanger’s PR program leveraged Xandar Kardian’s innovative radar-sensing technology to differentiate the brand from competitors and reveal critical use cases for partners in the healthcare, medtech, security, and proptech sectors.

Most people think of radar in relation to locating the distance of vehicles or moving objects, but Xandar Kardian has pioneered a new, innovative way of using the radio waves of radar: to sense motion in the human body. Xandar Kardian’s sensors can unobtrusively unlock a treasure trove of data from humans, including presence detection that hospitals, long-term care facilities, airports, commercial real estate, and correctional settings have deployed. These valuable insights can save lives and optimize business operations.

Here’s how Cliffhanger’s efforts helped put Xandar Kardian’s radar-based solutions on the map:

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Approach

To achieve new audience introductions and influence decision-makers in priority vertical markets, Cliffhanger employed a multi-faceted communications program. Pillars of the strategy included:

·   Leverage patient care data and key findings from clinical studies

·   Position in-house experts and medical leaders for interviews and thought leadership opportunities

·   Publicize funding announcements, medical clearances, and deployment milestones

·   Launch collaborative campaigns with partners to highlight how the technology is actively improving patients' lives

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Saturation of Relevant B2B Press

·   Xandar Kardian’s radar sensing technology has transcended multiple industries, with a focus on acute care, long-term care, security, and facilities management. Cliffhanger put Xandar Kardian squarely on the “radar” of the most trusted media outlets, with coverage ranging from McKnight’s, BioWorld, Becker’s Hospital Review and Fierce Biotech on the healthcare side to Security Business, Security Info Watch and SourceSecurity on the proptech front.

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Leveraging Data from Partner Deployments

·   Cliffhanger collaborated with Xandar Kardian’s strategic partners to extract impactful data and testimonials from pilot programs and expanded deployments in local communities that excite the media, generating exposure for both parties.

·   Spanning both B2B andB2C media outlets, highlights included: HealthLeaders Media, MedicalDevice & Technology and ABC Omaha.

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Bylined Content & Executive Positioning

·   Cliffhanger helped build the Xandar Kardian brand and executive profiles by generating long-form bylined articles in key trade outlets and securing interviews with journalists in both trade and consumer media.

·   Prominent features include: Today’s Medical Developments and AARP’s “A Caregiver’s Guide to Smart Home Technology”.

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Hybrid Media

·   Cliffhanger’s holistic earned and paid media approach generated exposure, providing impactful and sustained visibility within key vertical markets.

·   Sponsored content with AARP’s AgeTech Collaborative provided the CEO a platform to display health-based thought leadership about how their technology improves the caregiver process. BBC Storyworks’ native content series, “The Human Component,” was the perfect vehicle to showcase the inspiring real-world stories about how the technology improved lives, while also providing the brand a digital video asset they could leverage during demos, investor presentations, trade shows and more.

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Awards & Accolades

·   As a result of Cliffhanger’s award submission program, Xandar Kardian has been vaunted by venerable media outlets including TIME’s Best Inventions List and Fast Company’s Most Innovative Companies.

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