Project Description

Launching a Healthcare Technology Product

Goal:   Introduce the pharmacy industry to Ultimedex, a technology product developed by MICROMEDEX designed to improve patient safety by flagging duplicate medications and those that could cause drug interactions in pharmacy  computer systems.

Strategy: 

  • Developed positioning about the new product and problems it was designed to solve.
  • Developed messaging and news releases
  • Pitched target publications serving retail and hospital-based pharmacists
  • Identified and interviewed a satisfied customer in a hospital-based pharmacy and pitched a by-lined article to US Pharmacist.

Results:

  • Two-page spread in US Pharmacist, a key target publication
  • Broad-based coverage in a range of publications, whose value in advertising dollars was 200 percent of the investment of PR fees.