Sometimes, a new technology is so innovative that prospective customers don’t believe it works. Enabling one entity to analyze data from another in highly regulated industries such as healthcare and financial services rapidly while remaining in compliance with current regulations such as HIPAA and GDPR was a new concept.
Collaboration + Data Privacy = Many Benefits
TripleBlind enables healthcare and financial services organizations to analyze each other’s data without viewing the data, ensuring compliance with HIPAA, GDPR and other privacy and data residency regulations. It is the most complete, accurate and scalable privacy-enhancing computation (PEC) solution available today. The TripleBlind solution is software-only and delivered via a simple API. It solves a broad range of use cases, more specifically:
- Financial services companies can gain a complete picture of their customers and develop faster, more effective anti-fraud detection algorithms,
- Healthcare institutions can create better diagnostic algorithms by using data sets that reflect the population at large rather than the patients in their specific areas.
Its innovations radically improve the practical use of privacy-preserving technologies by adding true scalability and faster processing, with support for all data and algorithm types. TripleBlind supports all cloud platforms and unlocks the intellectual property value of data while preserving privacy.
However, as a small startup, large healthcare systems, banks and other companies were reluctant to trust sensitive data to this approach, potentially exposing them to fines and other sanctions.
Focusing on Believability
TripleBlind’s sales and marketing team quickly realized that their prospects’ technical teams did not believe TripleBlind’s solution would be effective; the capabilities offered seemed too good to be true.
UPRAISE recommended a “believability campaign” to gain independent endorsements of TripleBlind’s technology and value proposition. We developed a campaign that included five key initiatives:
- Dramatically increase media coverage from three to five articles per month to eight to 10 per month,
- Ensure at least 10% of coverage appeared in tier-one media,
- Secure four to five high-quality analyst reports supporting TripleBlind key messages,
- Complete independent verification of TripleBlind’s solution from a professional testing organization,
- Execute a thought leadership program, including independent research and speaking at tier-one conferences.
Mastering Timing for Campaign Success
Ensuring that results appeared within a condensed timeframe of approximately six months was crucial for maximizing the campaign’s impact. To achieve this, we started with submitting TripleBlind to tier-one speaking opportunities since the lead time from completing an application to actually speaking can be six months or longer. We then focused on strategizing and executing independent market research of 150 chief data officers (CDOs). The research aimed to quantify the issues CDOs were focused on and then develop additional content demonstrating how TripleBlind addressed those issues.
We then set our sights on organizing industry analyst briefings, securing independent testing and increasing media coverage. Another element of the timing strategy involved distribution. Our goal was to announce a new “win” for the believability campaign every 2-3 weeks. This might entail releasing a new analyst report, promoting a new article in tier-one media and so forth.
,,The Proof Is in the Results
Over the course of approximately six months, UPRAISE earned significant validation of the TripleBlind solution:
- Of the more than 300 articles we secured, 40 were in tier-one publications, including Fortune and VentureBeat,
- Industry analyst reports from Constellation Research, Gartner, Omdia and S&P endorsed TripleBlind’s approach to data privacy,
- Independent verification of TripleBlind’s technical functionality through testing managed by IP law firm Polsinelli,
- Market research conducted by UPRAISE found that Chief Data Officers were highly focused on safe collaboration and interested in a solution that facilitates cooperation within the guidelines of privacy regulations. In addition to linking CDOs’ concerns to TripleBlind’s solution, research results earned more than 30 unique media placements,
- We achieved the timing cadence for which we’d strategized: a continuous stream of good news over a condensed period.
Shortly after completing the believability campaign, TripleBlind secured its first engagement with the healthcare icon, The Mayo Clinic. In addition, Riddhiman Das, TripleBlind’s co-founder and CEO, stated that he secured a significant jump in meetings with potential customers, including with one of the world’s largest healthcare organizations, with which TripleBlind had been trying to schedule a meeting for over a year.
Co-founder and CEO, TripleBlind
