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.

Background – Digital Health Campaign Launch

Noom approached MACIAS PR in August 2016 after their previous PR firm failed to secure publicity with any major news organizations. At the time, the company was hemorrhaging money and struggling to tell their story to consumers. The founders needed help standing out from the crowded weight loss space and asked, what will you do differently?

Mark Macias laid out a detailed strategy that outlined stories we could tell and media outlets we would target. Within the first month, ​MACIAS PR​ placed a story with CBS News that explained how Noom’s mobile app was helping pre-diabetics and diabetics better manage their condition. This was the first of hundreds of stories over the next three years that appeared on the ​NBC Today Show​, People Magazine, Men’s Health, Women’s Health, CNBC, PIX 11 in NYC, CNN, Fortune, TechCrunch, Entrepreneur, New York Post and others. We also expanded their consumer market by securing stories with the Spanish media, including the largest networks, Telemundo and Univision.

Noom also had a B2B service that targeted companies and providers. We developed a B2B strategy to target these outlets and secured features that told their enterprise story with​ ​MobiHealthNews​, ​The American Journal of Managed Care, Fierce Biotech, FW Pharma, Med City News ​and others. 

Measurable Results – Increased Brand Recognition on the Web

In 2018 and 2019, Google named Noom one of the top-trending diet terms in their annual “Year in Search Report.” If you’re not familiar with this report, Google identifies the most popular search terms of the year across sectors and demos. This report identified Noom as one of the top trending terms that consumers were looking for on their search engine in both 2018 and 2019.

In addition to those accolades, Fast Company Magazine named Noom one of the Interbrand Breakthrough Brands in 2017. Equally impressive, Noom did not have a CMO or Chief Marketing Officer throughout our time working together.

Our founder, Mark Macias, worked directly with Noom’s founders to identify the best digital marketing strategies that could execute their vision. It was a relationship that enabled us to continually run with ideas.

Venture Capital Firm, Sequoia Capital, Funds Noom 

MACIAS PR had to frequently pivot to support the fundraising goals of the digital health company. As these windows popped up, we found new ways to tell their story to potential investors and VCs.

Our PR firm conceptualized angles for coverage that resonated with reporters and investors. We focused the messaging around the biggest-named investors and their personal background.

  • Why are the biggest disruptors in tech investing their personal money in this company? We explained to reporters why the digital health coach was uniquely positioned for growth with consumers, pharma companies and the federal government.

Challenges Facing Media Exposure

It’s challenging to obtain media coverage for investment rounds and even harder for rounds less than $100 Million. Yet, our strateguy secured coverage for their $58 Million round with TechCrunch, Fortune, Entrepreneur, AlleyWatch in 2019. The founder of this PR firm, Mark Macias, continually media trained the C-suite for all media interviews.

We have a more detailed case study on this 3+ year media campaign that you can request. It takes you to the actual stories so you can see how our approach led to a massive change in behavior. Click here if you’d like to see more.

ABOUT MACIAS PR

Marketing peers named MACIAS PR the 2017-2020 Strategic PR Firm of the Year. In 2015, 2016 and 2017, Finance Monthly named MACIAS PR the Financial PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. City & State Magazine named him a PR Political Power Player in 2021.