But we’ve also run targeted media campaigns for practicing physicians too. I never realized this before working with Columbia University Medical Center, but physicians and hospital groups need to develop new business too.
In July 2021, a physician reached out to MACIAS PR, asking for help promoting his medical practice built around the microbiome. He explained to me over the phone how the gut has healthy and bad bacteria, which has a direct impact on how we feel, and our health.
I hadn’t really heard of the gut microbiome movement before our conversation, but I quickly realized this was an area of practice that was going to spread to the larger population quickly. When I asked the physician why I hadn’t heard of it, he was very candid.
“No one is talking about how the gut impacts our health but it’s real.”
In September 2018, the founder of a Korean-based health tech startup approached MACIAS PR for help promoting his smart belt wearable.
The founder had hired a different PR agency earlier in the year to promote their wearable at CES 2018 but didn’t get any traction. He was hoping our agency could promote the exact same wearable at CES 2019. He heard about our agency from another Korean entrepreneur who had worked with us.
Why does the cat always catch the mouse? When you think of how agile and quick a mouse can be, it should easily outmaneuver the cat. Yet, most of the time, the cat will catch the mouse.
That’s not just a fun question. It’s actually a way of thinking that applies to PR and business.
First off, I’m not an expert on mice or cats. I’m allergic to cats and I hate mice. But as a person who lives in Brooklyn, and every New Yorker will tell you – “if you have mice, get a cat and the problem will go away.”
I got to thinking about that concept when watching of all things – Tom and Jerry – with my son. It got me thinking of the relationship between cat and mice, and the reporter and publicist. Here’s a closer look at what the classic cat and mouse game can teach us about media strategy.
When MACIAS PR started working with Lifesum in the summer of 2019, the nutrition app was nowhere on the national radar. Their US office in Los Angeles had only 3 people – and no one was in PR or marketing.
This lean US operation enabled us to run as a PR firm, especially as their leadership team in Sweden gave us the green light to pursue creative ideas.
Our first media placement for the nutrition app was on Channel 11 in New York City. The TV segment compared the price and offerings of Lifesum versus their bigger, more expensive competitors. It was an objective look at what the various health apps offer and which provided the best value. Lifesum scored at the top of this analysis. Our TV segment also featured a Lifesum user who talked about how she lost weight and got healthier with the app.
Bringing more exposure to this story, MACIAS PR worked to get this story syndicated with the Tribune network. It’s an insider strategy we used based on our founder’s experience with the NBC, ABC and CBS affiliate feeds. The TV segment introduced Lifesum to a national audience.
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 PRfor 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.
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.
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 we could also target Canada and Mexico with this publicity campaign.
Our team ended up securing 23 prominent media placements across North America, 14 media stories in Mexico and 102 digital media stories placed with online publications. You can click here to read that media report.
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.
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.
Rising prescription costs are at the forefront of the healthcare debate. Despite this timely news issue, one digital health company had trouble standing out even though it provided a unique value proposition that lowered prescription costs.
This case study looks at how MACIAS PR helped elevate the WellRx brand by placing targeted consumer stories across TV, print and influential online news publications. You can also read a Linkedin testimonial from the company executive who worked with our agency throughout our 3+ year relationship.