Non-Profit – Case Study
Amplifying a Premier MedTech Competition
Washington DC
The Assignment
- A Washington, D.C.-area pediatric health system began holding a one-day pediatric device symposium and $100,000 pitch competition to:
- Reinforce its position as a leading innovator and champion of children’s healthcare.
- Bring industry stakeholders together and foster the collaborations needed to get solutions to market faster.
Carbonara Group’s Role
- Develop a public relations campaign that raised awareness for the competition and its mission.
- Expand the hospital’s network to bring greater recognition for its leadership and expertise in pediatric device innovation.
The Approach
Carbonara Group implemented a strategic public relations plan to meet client objectives:
- Identified two pediatric innovations being developed within the hospital’s innovation institute that we could share publicly to highlight their expertise and mission.
- Leveraged their pediatric medical device competitions, Innovation Day and annual symposium to obtain coverage in a wide range of medical device outlets.
- Shined a national spotlight on the issues surrounding pediatric device development and raise awareness of the pediatric health system and their event, by sending an attention-getting, three-dimensional media package to eight national tier-one health reporters to invite them to attend and cover the event.
The Results
- The media drop successfully captured the attention of the Associated Press (AP) medical writer:
- The writer attended the symposium with a photographer and video team.
- The story and video were picked up by more than 500 online and print outlets across the country.
- Had a record 200 attendees for the annual symposium and exceeded expectations with 86 submissions for the pitch competition.
- 95 additional pre-event and post-event story placements in targeted trade outlets and DC-area media outlets spotlighted the client’s leadership in pediatric innovation and positioned the symposium and pitch competition as the premier event in its category.
- Total publicity value of more than $5.6 million in the first year.
News coverage highlights include:
- National: Associated Press, The New York Times, USA Today, Washington Post, U.S. News and World Report, and The Huffington Post
- Regional coverage in Washington, D.C.-area business and consumer media
- Wide variety of medtech trade publications
