Brief Description of Assignment

Background

As a global medical technology leader providing innovative cancer detection and therapy solutions, metro Boston-based iCAD Inc. (NASDAQ: ICAD), is dedicated to developing innovative technology solutions that utilize artificial intelligence (Al) to better empower and support radiologists.

Despite being in business for several decades, iCAD suffered from limited visibility about its Al-empowered solutions beyond vertical industry publications. Prior to working with ARPR, iCAD was dominated by its major competitor, Hologic, in terms of share of voice and most importantly sales. Even though iCAD has arguably the most innovative Al-empowered solutions on the market this was not apparent to its buyer personas due to a lack of strong PR, marketing and SEO. In fact, iCAD did not even rank or appear in searches for Al mammogrophy, its top keyword.

The Objective