OBJECTIVE
To generate visibility for General Electric’s Electron Beam Tomography (EBT) scanners in hospitals, medical centers and imaging facilities nationwide. Overcome significant negative press associated with similar technologies to EBT. Create a positive PR environment that would accommodate successful launches of new centers interested in acquiring and utilizing General Electric’s EBT scanners. Showcase GE’s EBT scanners as the “gold standard” in the industry.
STRATEGIES
Garner print and broadcast placements in selected US media markets. Pitch success stories of early detection to national business and health publications as well as television news. Target geographic areas for press coverage with significant populations of ageing Baby Boomers – the primary audience for medical scans/imaging.
RESULTS
In less than 60 days, the national media we garnered for General Electric’s EBT technology was astounding. The list included: The Tampa Bay Business Journal, The Arizona Republic (two times), The Orlando Sentinel, KVBC-TV in Las Vegas, WFTS-TV in Tampa, WWSB-TV in Sarasota as well as WPVI-TV and WTXG-TV in Philadelphia. Additionally, features were solidified in Self Magazine, Woman’s World, Physicians Weekly, American Medical News, Medical Imaging Magazine and the New Jersey Jewish News. Perhaps the crowning jewel of this campaign came when the Wall Street Journal did two significant stories with our clients prominently highlighted in a 30-day period on the benefits of imaging technologies as a tool for early detection.
The massive PR activity in such a short period of time was parlayed into more centers emerging and more positive press coverage followed. Thanks to the coverage, GE spokespersons were identified as the experts in the industry and GE’s EBT technology was established as “the gold standard” in imaging.
