Robotic Surgery VNR

The brief: Create a repeatable account-based marketing program to create Video News Release (VNR) profiles of early adopters of the company’s surgical robotic system, followed by press outreach and editorial placement campaign in select broadcast ADIs.

The program created market awareness of new approaches to surgery for several common procedures: hysterectomy, prostate cancer, coronary artery bypass.

VNRs were distributed in each market, followed by engaged media relations activities to ensure broadcast, print and radio coverage. Success was achieved in every market with complete media saturation and commensurate spikes in referral rates to profiled practices

Celebrity PR B-Roll

The brief: Create an electronic press B-roll video to support an endorsement program featuring tennis legend Billie Jean King.

One production day was included in the engagement to allow for the acquisition of needed video and interviews to support scheduled appearances, the digital press kit and other anticipated program needs.

The B-roll package accompanied a satellite delivered video VNR package and password restricted online media archive.

Electronic Press Kit

The brief: Develop a press campaign including a digital press kit to announce the company’s collaboration with a new partner – a significant business development win for the company.

A collaborative production effort with the partner’s PR team resulted in a series of pooled interviews and B-roll used to create multiple videos for online and internal distribution.

The campaigns generated positive media coverage and millions of gross impressions for both partners.

New Hope for Patients

The brief: Support the anticipated publication of positive clinical trial results in pancreatic cancer treatment across all of the company’s communication channels.

Original media content was produced to support a satellite press tour, national broadcast appearances, online media, company website, electronic press kit and more. The program delivered tens of millions of gross impressions and hundreds of potential patients referred to clinical trial enrollments.

The program content was also used in the clinical setting for surgeon and practice training, patient education and in support of regulatory filings

Customer PR Program

The brief: Profile a customer success story in one of the company’s strongest vertical segments; generate press coverage with a marketing campaign and use the results as a case study for other customers.

Several versions of the project were edited for a variety of audiences and distribution channels: a long-form version featured hospital administrators and company spokespersons; thirty-second and one-minute versions were created for social media use.

At the company’s annual industry-sponsored forum the program was detailed before dozens of customers.