Establishing industry authority in emergency services through data-driven insights
Sectors of the emergency services industry often work in a silo. Effective, safe data sharing in the emergency services industry is of the utmost importance. ESO bridges the gap with technology and proprietary data to establish benchmarks and better understand the impact first responders have on communities and patient outcomes. From the moment a 911 call is made through hospital discharge and beyond, ESO's technology creates a seamless flow of information that enables better clinical, operational and financial outcomes.
ESO was founded by emergency responders and medical professionals in 2004. Decades of experience mixed with cutting-edge data science, industry-leading reports and engineering capabilities make them the established partner that healthcare and emergency services organizations can count on to deliver measurable improvements across the care continuum.
Red Fan was tasked with developing media relations strategies that resonate with national and trade media outlets while positioning ESO as rightful leaders in the industry.
Red Fan’s challenge was two-fold: elevate ESO’s thought leaders while educating decision-makers about the transformative power of connected data for longitudinal patient care. The communications strategy required proving that technology isn't just another administrative burden, but a powerful tool that enables better collaboration, improves outcomes and delivers measurable ROI.
Red Fan developed a communications strategy that positioned ESO as more than a software provider by showcasing their unique data capabilities and strong customer relationships as key competitive differentiators in the emergency services industry.
Red Fan’s approach began with its Positioned to Win™ Method—conducting stakeholder interviews with ESO's subject matter experts and developing distinct thought leadership platforms for each. This foundational work informed the broader communications strategy and enabled targeted media outreach.
Central to the approach was leveraging ESO's proprietary data and research as a valuable resource for journalists covering industry trends. Red Fan identified emerging topics where ESO's insights could provide meaningful context and positioned the company's spokespeople as expert commentators on critical issues including opioid overdoses, firefighter safety, maternal care and pediatric care. The communications plan also strategically incorporated customer testimonials and partnerships to strengthen ESO's storytelling and amplify shared successes.
This strategy required a deep understanding of ESO's research and data, going beyond simple distribution tactics to analyze the media landscape and make informed recommendations about how to position ESO's expertise for maximum impact.
Red Fan's strategic approach and comprehensive media relations efforts resulted in a 75% increase in total mentions YoY and drove up to a 16% increase in share of voice YoY compared to competitors across multiple verticals.
By positioning ESO's data capabilities as a journalistic resource, Red Fan secured consistent placement in key EMS, fire and hospital trade publications including JEMS, Firehouse, Fire & Safety Journal Americas, Becker's Hospital Review and Fierce Healthcare. The strategic use of ESO's proprietary research and insights helped differentiate the company in media coverage, establishing them as a go-to expert source for industry commentary and analysis. Red Fan secured three earned byline placements for ESO’s subject matter experts and customer partners in EMS 1, MedCity News and the AI Journal, amplifying the company's thought leadership while enhancing brand recognition across key industry verticals.
Red Fan’s approach reinforced ESO's elevated industry position, establishing them as both a trusted media source and valued industry partner while strengthening their competitive advantage in emergency services.
"In my experience leading marketing and communications organizations, finding a PR partner that can move as fast as your business is rare. We brought Red Fan on for media relations, and they quickly became one of the first calls we make when we're navigating a communications decision. That kind of trust takes time to build in most agency relationships, but Red Fan earned it by consistently delivering results and bringing strategic thinking to every conversation."
Related Case Studies
