Case Study

Progenics Cord Blood Cryobank

We simplified the language surrounding cord blood banking so that a wider audience could understand the science and benefits behind it.

 

Our Objective

The first step for PR Associates was to gain a thorough understanding of Progenics’ business and the cord blood banking industry. Through discovery meetings and research and development, we prepared a competitive analysis including key messages and target markets.

To gain immediate attention, we launched a media campaign celebrating Blood Cord Awareness Month. At the same time, the PR Associates team revised their website integrating in SEO best practices, created a paid social media campaign and also revamped their social media channels increasing frequency of organic posts.

Research & Strategy

The first step for PR Associates was to gain a thorough understanding of Progenics’ business and the cord blood banking industry. Through discovery meetings and research and development, we prepared a competitive analysis including key messages and target markets.

To gain immediate attention, we launched a media campaign celebrating Blood Cord Awareness Month. At the same time, the PR Associates team revised their website integrating in SEO best practices, created a paid social media campaign and also revamped their social media channels increasing frequency of organic posts.

What were the primary challenges to Progenics external communication?

  • Limited/conflicting awareness/education surrounding industry 30% 30%
  • Service was complicated 18% 18%
  • Competitive industry 20% 20%
  • The company was not well known 32% 32%

How can we broaden the reach to engage the general public?

Strategic communication utilizing digital marketing and media coverage can exponentially grow engaged audiences. Through research and a competitive analysis, we designed a public facing campaign utilizing social media and media relations to broaden the reach of the Progenics’ brand. It was vital to ensure targeted key messages and complementary visuals resonated with audiences.

We simplified the language surrounding cord blood baking so that a wider audience could understand the science and benefits behind it. We ensured strategic messaging reached targeted audiences ultimately increasing registrations and Progenics’ revenue share.

How did PR Associates’ actions make an impact?

Media Coverage & Reach

PR Associates was able to execute quickly and gain immediate media coverage on mimik technologies and their mobile application, Pandimik. Mimic had very little media coverage since its’ inception and, after partnering with PR Associates, mimik had an impressive audience reach via national and local print, broadcast and digital channels of over 85 million.

Media stories - Print, Broadcast and Digital

People Reached

From our media relations campaign, which targeted mainstream and industry publications, you can see an increase in media exposure reaching over 80K of viewership with all positive tonality.

Influencer Relations

After the strategic digital marketing and media relations campaign, numerous groups requested information presentations from Progenics.

The Results

PR Associates’ strategic implementation of a digital marketing campaign, media relations campaign and intentional alignment with Blood Cord Awareness Month resulted in immediate media coverage for Progenics and their service offering in multiple media channels including radio, television and print publications.

The media relations campaign saw a remarkable audience reach in a short amount of time reaching over 1.5 million views.

An organic digital marketing campaign that saw an optimization of current social media channels, Facebook, LinkedIn and Twitter and the creation of a new Instagram account reached saw staggering increases in a short time:

%

Increase in Impressions

%

Increase in Profile Visits

%

Increase in People Reached

%

Increase in Page Views

%

Increase in Post Engagement

Profile Visits (over 5 days)

New Followers (over 5 days)

New People Reached (over 5 days)

Media Examples

OMNI TV

Interview with Interview with Anny Zhang, Client Services Representative for Progenics

Potential Reach

Global News Radio (980CFPL)

Interview with Dr. Silverman, Medical Director for Progenic

Potential Reach

NewsTalk 1010

Interview with Elias Kalouche, Vice President, Quality & Organizational Excellence for Progenics

Potential Reach

105.9 The Region

Interview with Dr. Silverman

Potential Reach

Ottawa Life Magazine

Progenics Cord Blood Cryobank aims to cure and treat diseases

Potential Reach

Fairchild TV (West Coast)

Can-West Health Segment

Potential Reach

How We Can Help

Media Relations

We are story tellers who understand the media landscape, ever-changing as it is. We offer you insight and practical tips to ensure your story still has the biggest reach and impact possible.

Strategic Communications

Communicate strategically by developing and managing purposeful communication to achieve your organizational goal rather than just distributing information.

Digital Media

Blend technology and content to build products-video, audio and software to help communicate with your target audiences so they can make sound, fact-based decisions.

Prepare to be noticed.

 
To clarify complexity, capture imaginations, shift mindsets and move markets connect with us.

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