Case Study – Health Tech Startup Launch

MACIAS PR has run media campaigns for many large digital health companies – like Noom, WellRx and Lifesum – but we’ve also launched publicity campaigns for smaller health tech startups.

A few years ago, the Israeli startup, MDAcne, approached MACIAS PR for help with raising the profile of their mobile app in the US. The founders said they wanted to increase their downloads and establish new B2B partnerships with dermatologists.

It was a challenging campaign from the start because the digital health company didn’t have any employees in the US. Their two founders were father and son, busy running the business, so the entire media workload and strategy was on our shoulders. They also didn’t understand the complicated US consumer market and didn’t have a spokesperson. 

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Case Study – Media Campaigns for Congressional Candidates

Media campaigns for politicians can be some of the most difficult campaigns to run. Journalists can spot a politician’s agenda a mile away and don’t want to be a tool for their propaganda.

At the same time, newsrooms can’t give one candidate a larger voice over another for fear of alienating viewers. There are also FEC and FCC laws that must be followed by news organizations.

This is why it’s so important to focus on the news angle when trying to get media coverage for candidates. Marketing messages don’t work with reporters, so throw out those talking points. Thought leadership typically works best, while soft features are rarely successful in larger media markets.

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Media Case Study: Rarely Discussed Medical Condition

Have you heard of the inflammatory health condition, encephalitis? Less than 1 percent of the American population has heard of it, so imagine the challenge of promoting this condition to the media.

In November 2022, the CEO of the Encephalitis Society approached MACIAS PR, asking if we could help promote World Encephalitis Day in February. Adding to their challenging assignment, we were asked if our media campaign could also target Canada and Mexico.

Mission accomplished. 

Our international campaigns ended up securing media coverage with the biggest media outlets in the US, Mexico and Canada. Some of those outlets included: WebMD, NPR, The Hill, Wired, AOL in the US. In Mexico, MACIAS PR secured Spanish media coverage with 14 national news outlets, while in Canada we placed a news feature with the national Canadian Broadcasting Corporation, CBC. This is in addition to the 102 digital media stories we placed with online publications. You can click here to read that media report.

So how did we do it? This case study takes a closer look at our approach. It’s a strategy we can also take with your healthcare campaign, regardless of how remote the condition is.

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Case Study for Nonprofit Organization

Nonprofit organizations require a different media strategy when it comes to generating publicity with news organizations. You have to throw out the marketing playbook and put on a news editorial hat if you want to get featured with the largest TV and news organizations. 

Unfortunately, they don’t want to publish a commercial on your nonprofit as much as you might think they should. This is why you need to dig deeper into the storyline to get your nonprofit noticed.

This case study looks at how MACIAS PR helped a NYC nonprofit expand into a national nonprofit over the course of 7+ years. 

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CASE STUDY – Media Campaign for Digital Health Brand

Many consumers have heard of the popular weight loss program, Noom, but back in 2016, the brand had little name recognition. But that began to change when MACIAS PR took over their publicity after their previous PR agency failed to deliver.

This case study looks at how MACIAS PR helped elevate the digital health coach via the media. It details the challenges we faced from the start and the deliverables we secured over our 3+ year relationship. You can also read a Linkedin testimonial from the CEO and co-founder of the company on his experiences working with Mark Macias.

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Consumer Survey – What Motivates People to Buy

In the height of the pandemic, MACIAS PR, published a consumer survey that looked at the waning influence of commercials and online ads. It’s valuable insight that is still relevant today, especially as consumer spending slows during this economic downturn.

The online survey was conducted July 15-16th, 2020 and involved more than 2,000 Americans who answered questions detailing the best approach to get them to buy new products.

The survey found a staggering 70 percent of participants said TV commercials no longer influence them to buy products. In contrast, roughly 45 percent said positive online consumer reviews and positive stories on the news influence them the most when it comes to buying a new product or service.

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