Creating Awareness including Digital Relations

The Situation

A privately held client created and owned a breakthrough FDA-approved technology for the noninvasive testing of suspicious skin lesions. On the cusp of product commercialization, the company for competitive reasons had remained virtually unknown to the general public and physician stakeholders. Management determined to implement a proactive branding and awareness campaign to achieve several objectives:

1. Introduce its technology to consumers and drive demand via mainstream media.
2. Demonstrate adoption to impact the funding necessary for continued product roll-out via mainstream and financial media.
3. Showcase the technology to the medical community and provide first in-market sales with a turnkey public relations program that would enhance commercialization via the combination of healthcare and local media.

LHA’s Solution

LHA’s media strategy was multi-dimensional and broad in scope, and included digital relations.

• Created a series of media announcements, pitches and briefings all designed to rapidly garner interest and coverage in the medical technology, mainstream consumer and financial media.
• Leveraged results with the investment and medical communities.
• Positioned the innovative product as a viable alternative to biopsy.
• Established high-impact statistics that further validated the company’s position.
• Promoted the client’s executive team.
• Capitalized on a handful of early adopter physicians who with select patients served as “brand ambassadors” for both local and national media coverage.
• Produced a corporate video that served as a media communications tool, b-roll and a visual enhancement for the CEO presentation as the client’s solution represented a visual story.
• Uploaded the video to the company’s YouTube channel for additional viral awareness opportunities.

LHA’s Results

LHA secured local support and extended outward, building off a feature-length business profile in the client’s hometown daily newspaper. LHA forged strong relationships with the client company physicians across the nation, and the brand ambassador campaign enabled us to secure coverage in New York, Miami, Phoenix, Los Angeles and New Jersey local broadcast news, in the healthcare verticals, and on nationally syndicated TV programs, including The Doctors and Extra, among others. This combined with the digital relations efforts heightened visibility also drove positive reception at investment conferences and at industry trade shows.