Micro Medical

Brief:

• To create and manage a trade and consumer media launch for Baby CO (an innovative new diagnostic tool for pregnant smokers which measures the carbon monoxide levels in the blood of an unborn foetus)

Activities:

• Strategically tied into the launch of No Smoking Day to gain maximum awareness
• UK launch of Baby CO to consumer media via tightly targeted press material including researched statistics on pregnant smokers in the UK and the endorsement of QUIT
• UK launch of Baby CO to trade media via press material featuring quotes from midwives and endorsement from ASH
• Strategic placement of case studies
• Positioning of client for TV and Radio broadcast interviews

Results:

• National breakfast TV coverage with endorsement from the programme's resident Doctor
• Extensive regional TV broadcasts using local case studies
• National and regional newspaper coverage
• Medical trade PR campaign using support of midwife case studies
• Audience outreach approximately > 6 million

[Case Study: 1, 2, 3, 4, 5]