Siemens taps Coyne with eye on consumer audience

MALVERN, PA: Siemens Medical Solutions has selected Coyne PR as its AOR. The company previously worked with Cranford, NJ-based Stern and Associates for several years.

MALVERN, PA: Siemens Medical Solutions has selected Coyne PR as its AOR. The company previously worked with Cranford, NJ-based Stern and Associates for several years.

Billings were not disclosed, but LuJean Smith, senior director of PR for Siemens, described the account as "significant."

While the $10.6 billion Siemens is a b-to-b company that sells imaging equipment and diagnostic tools, Smith said Coyne's consumer approach was a factor in its hiring, as the company is trying to reach a more mainstream audience.

"Patients are driving demand for some of the products that we sell," she noted. "We also need to reach a consumer audience."

Although trade outreach will still be important, Kevin Lamb, VP and head of Coyne's healthcare practice, said the agency would focus on getting more broad coverage for the company.

"We're looking to highlight their expertise and leadership in advancing certain areas of the diagnostic sector," he added.

There was no formal RFP process, but Smith said that the company brought Coyne in on a project basis in the summer and that the agency impressed the in-house PR team with its creativity and overall approach to PR.

"Everyone was excited about what they could bring to the table to improve our business," she added.

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