David X. Manners to help EMS push its new TV device

PARMA, MI: Emergency Medical Systems (EMS) has patented a way to make pricey life-saving equipment pay for itself - and it has hired PR and marketing support to promote the units.

PARMA, MI: Emergency Medical Systems (EMS) has patented a way to make pricey life-saving equipment pay for itself - and it has hired PR and marketing support to promote the units.

Westport, CT-based David X. Manners will handle outreach for EMS-TV, the technology that joins an automated external defibrillator (AED) - used to shock the heart during cardiac arrest - with a TV screen.

When an emergency occurs, EMS-TV provides two-way access to a paramedic, who can activate the AED. Otherwise, the units display branded health information or advertisements.

"We're trying to generate visibility for the company," said Rick Leonard, chief media officer at David X. Manners. "It's a little bit of a quirky product."

The agency is targeting trade publications, as well as Michigan papers.

The Jeffrey Group in New York will handle sales and marketing for the units.

Kevin Coonce, president and CEO of EMS, noted that 11 states require schools to have AEDs, which cost several thousand dollars each.

Earlier this month, a study in the New England Journal of Medicine found that placing AEDs in public places doubles heart attack survival rates.

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