Backdrop
A publicly-traded Gilmartin Group client was working to cultivate additional interest from both analysts and investors in its story, including its progress to expand its clinical use cases and start recognizing revenue from new end markets. The client’s goal was twofold: (1) to validate the demand and benefits of its technology through expert perspectives; and (2) to draw attention from the analyst and investor audience to its evolving opportunity set.

Gilmartin Proposal
Gilmartin suggested that the company host an 1-2 hour educational webinar, in which the company would host 2-3 independent key opinion leaders (KOLs) on their experiences with the company’s technology. The event would provide credible perspective on its expanding use cases and benefits, while showcasing enthusiasm from the field. It would also serve as an archived resource for investors looking to learn more about the company in the future.

Gilmartin Role, Support & Execution
After aligning on the plan to host an educational webinar for the analyst and investor audience, Gilmartin planned and executed the event. Along with the company, Gilmartin identified three key opinion leaders (KOLs) who were experienced and thoughtful about the company’s technology and opportunity. Once speakers were selected, Gilmartin executed the following actions:

• Identified a date and time that worked well in conjunction with the company’s quarterly reporting calendar and other potential conflicts (investor conferences; medical meetings; etc.)
• Met with webcast providers to understand formats and cost structures / review RFP’s and select the best option for the client
• Developed content (including prompted discussion and open-ended questions) with the company’s Chief Medical Officer and 3 KOLs
• Performed outreach to target investors and analysts
• Prepped KOLs for the run-of-show and open-ended Q&A
• Hosted two-hour live event
• Managed live Q&A

Results
The event drew over 100 investors, including 10 large, engaged funds who had not followed the company in the past. The event also drew participation and live questions from both covering and non-covering analysts (a significant win, as the company has been trying to expand its analyst relationships and potentially gain additional coverage). The company now has an archived resource with lasting shelf life to educate new analysts and investors on its story.