ERCHONIA
Erchonia hired Axia to build awareness for its new low-level laser medical treatment. Axia developed a campaign to reach industry professionals. The campaign earned more than 141 million media impressions via 80 earned media articles.
Erchonia Corporation, a world leader in low-level laser technology, created the low-level laser category when it received an FDA 510(k) market clearance for low-level lasers. It was the first company to receive this FDA 510(k) distinction – a premarketing submission to the FDA that demonstrates that the device is safe and effective. It’s the most rigorous type of device-marketing application the FDA accepts.
More than 35 million people seek treatment for onychomycosis (nail fungus). After receiving FDA 510(k) approval, Erchonia launched its newest low-level laser treatment: Lunula. The company sought to use the power of public relations to accomplish two things: increase exposure through earned media coverage about its newest low-level laser among the medical community and share the knowledge with consumers who suffer from nail fungus.
Ideas
Axia Public Relations developed a PR plan that consisted primarily of increased exposure about Lunula among podiatrists and dermatologists, with a secondary audience of consumers. Axia leveraged its numerous media contacts and various editorial calendars from target media outlets for angles and timelines to pitch the timely summer flip-flop season.
The summer season, when many people expose their feet and toenails, provided an opportunity for Axia to connect with editorial contacts to share information about the product announcement, product preorders and product distribution milestones for the low-level laser that effectively treats onychomycosis (nail fungus).
Relationships
Axia’s relationships with reporters at the target media outlets for podiatry and dermatology were the key to launching the PR program. The firm approached contacts in the podiatry and dermatology industry as well as contacts in the consumer and women’s health, beauty and wellness industries.
Results
Throughout the course of the Lunula product launch campaign, Axia earned 80 media clips – online and in print – with prominent national podiatry and dermatology outlets including Lower Extremity Review, Nails, Practical Dermatology, Podiatry Management and Podiatry Today.
In addition to the national trade media, which informed dermatologists and podiatrists about the new product so they would buy the medical equipment and offer it to patients as a service, Axia also earned media coverage that increased exposure with consumers in outlets such as Dr. Oz The Good Life.
Overall, Axia helped Erchonia launch Lunula and increase exposure through earned media coverage of the nail fungus laser treatment by reaching more than 141 million media impressions during its product launch.
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