Consumer Health Tech Product Launch

Situation Analysis

  • A 110-year-old global hearing aid company was seeking a public relations agency to support launch of their most advanced premium hearing aid and biggest product launch in more than a decade
  • The Company wanted a creative agency to move beyond typical trade media and secure consumer media placements targeting existing hearing aid users to upgrade and move people over 55 without hearing aids to get tested
  • LHS won the account through a competitive RFP and pitch process

LaVoieHealthScience Solution

  • The team developed top level messaging, media talking points and a multi-tiered media relations strategy to reach multiple segments of media, including consumer health, seniors, business media and technology reporters in traditional broadcast and print outlets, as well as online media
  • Designed a robust content plan to include videos, multiple press releases, mat release, media talking points and Q&A, infographic and a local media relations guide
  • Harris Poll QuickQuery® to gain independent, third-party data on perceptions of hearing loss
  • Trained Company spokespeople for media interviews
  • Capitalized on presence at AudiologyNOW! trade show in Phoenix with consumer media outreach, in addition to trade media meeting

Results

  • Secured media coverage at AudiologyNOW! conference, including product photo on the cover of the Business section of The New York Times, a feature story on KJZZ, Phoenix’ NPR station, and a radio interview on KTAR-FM News Radio Phoenix
  • A press release and infographic based on a Harris Poll QuickQuery, which was completed by more than 2,000 people and yielded strong results aligned with product messaging, was covered by Audiology Online and Hearing Review, leveraged by the Better Hearing Institute and others
  • Press release was viewed by more than 3,500 people and infographic by more than 750 people
  • 30-second sponsored news video to air in six select markets during morning news broadcasts, reaching more than 1 million viewers
  • Patient testimonial videos showcased for approximately 1,500 audiologists who attended Company launch conference in Orlando; local media relations guide distributed to same audience
  • Received coverage on front page of USA Today credited to Harris Poll

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