By Mark Macias
The industry trade, PR Week, just published a feature on Noom and the PR push that is getting national attention. (You can read article here).
We pitched the publication a behind-the-scenes look at an upcoming media blitz on the digital health app that seemed to come out of no where. It was less than 2 years ago when few consumers had heard of Noom.
When MACIAS PR first met with Noom, the weight loss program was struggling to stand out among competitors. Their previous PR firm – one of the country’s largest public relations firms for healthcare – couldn’t get them any major placements. That’s when their CEO turned to MACIAS PR.
We relished the opportunity. Since then, Noom has been on CNBC, People Magazine, CNN, the NBC Today Show, Men’s Health – and that’s just in the last six months. MACIAS PR also secured publicity in the B2B space, including prominent stories with: The American Journal of Managed Care, Mobihealthnews, Fierce Biotech, FW Pharma, M Health Intelligence and Med City News.
Our PR team made it look easy, but it wasn’t. Our strategy and execution was driven by this firm’s insider knowledge of the media. We continually – week in and week out – looked for stories that would make news. MACIAS PR dove into the weight loss space daily, making sure we were on top of the news cycle.
And it worked.
Closer Look at MACIAS PR – and our Media and PR Campaign for Noom
The best PR agencies continually look for strategies that are aligned with a client’s goals. When it came to Noom, MACIAS PR took a deep dive into their B2C and B2B business models. We then researched angles that supported that messaging.
Initially, MACIAS PR focused the media message around Noom and how it was serving diabetics. This gave our messaging an advantage over competitors. Over time, we expanded the messaging to reach more women and other demographics that were using the weight loss program.
MACIAS PR never pushed promotional material or generic stories. There were many times when others wanted us to promote advertisements. As a former Executive Producer with NBC, I explained why that wouldn’t work. Journalists can spot a commercial a mile away. News value is what sells stories, and we stuck with that approach.
Continue reading “Noom’s PR Firm – Team Behind their PR Success”