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 SEO best practices, created a paid social media campaign, and also revamped their social media channels increasing the frequency of organic posts.

progenics-logo

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 SEO best practices, created a paid social media campaign, and also revamped their social media channels increasing the 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 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.

Media Coverage & Reach

Media Stories

People Reached

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)

Our Services

We create stories, communications, and experiences that engage audiences, captures imaginations, shift mindsets, and move markets.

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