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.
How PR Helps Companies with Growth
PR can also help your business grow. If you’re looking to take your business to a new level, reach out to us. We’ll give you a customized media strategy and develop a plan that could make your digital health product the Noom for your industry.
About MACIAS PR – Named the 2017 & 2018 Strategic PR Firm of the Year
MACIAS PR was founded by a former Executive Producer with NBC and Senior Producer with CBS in New York. It was created by an entrepreneur and these values remain at the core of our media campaigns.
We fight hard for our clients and don’t give up. When a reporter interviews a client and says his editor doesn’t want to do the story, we go into selling mode. It’s no different than fighting to a sell a story in the morning news meeting. We use this same approach when selling our clients and their stories to reporters. If you’d like to hear a media strategy for your business, or want to see how much it costs, click here for a free PR estimate.
Marketing peers named MACIAS PR the 2017 and 2018 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. He’s also a frequent contributor with CNBC and author of the books, Beat the Press: Your Guide to Managing the Media and The Tao of PR.