To promote the launch/availability of the new program, SJMO sought the counsel of its PR agency of record and communication partner – Marx Layne & Company. Recognizing the importance of this ground-breaking initiative as well as the value a well executed media relations campaign would have in creating awareness about the Michigan Stroke Network, Marx Layne & Company devised a strategic and comprehensive action plan.
For this campaign, our strategy was to position SJMO as a health care leader at the forefront of technological advancements in medicine as well as a compassionate and caring “good neighbor” within the health care community. From the onset, we engaged in a series of strategy meetings and preparation briefings with the hospital.
In addition to our media outreach responsibilities, the hospital also depended upon our team to manage all relevant aspects of the campaign to ensure its success. We devised a strategy that included conducting media training (in addition to key messages, Q&As and remarks) for hospital executives/doctors participating in the event; creating compelling CD press kits and all related materials (press releases, Bios, FAQs and fact sheets); assisting the client in launch logistics; as well as pre, day-of and post media outreach.
To maximize exposure for the Michigan Stroke Network, we gave advance coverage of the program’s launch to a high profile media outlet. Leveraging our preexisting relationship with the Associated Press (AP), we coordinated a feature story opportunity that included interviews with SJMO’s CEO, one of the Michigan Stroke Network physicians and the robot manufacturer. Given the potential local, regional and national reach of the AP, this strategy became a linchpin of our effort to garner as much media coverage as possible. Per our directive, the story was embargoed until the launch day.
To properly execute the launch of the Michigan Stroke Network, Marx Layne & Company coordinated a press conference and a live simulation at the hospital, complete with the SJMO Stroke Team physicians diagnosing a mock patient via a Remote Presence Robot.
Leading up to the event date, our team reached out to all relevant media outlets including daily print publications, community newspapers, business publications, health care trade publications, news radio and TV.