BOCA RATON, FL: MedGen, a manufacturer of over-the-counter healthcare products, recently hired independent PR firm TransMedia Group as its AOR. The firm's first task, after its July 16 hire, was to launch MedGen's new unique sleeping aid, 4 Good Night's Sleep, which comes in the form of a melatonin strip that melts on the tongue. It also serves as a breath-freshener and source of antioxidants, the company says.
With a budget of about $250,000, TransMedia began its push to promote the melatonin strip with a news release on July 21.
"We're looking for TransMedia to get our product known and into the right hands, so that [consumers] can relate to the product and know the company," said Paul Mitchell, president and COO of MedGen. "What we're trying to do is tie the PR end of the business into advertising, prior to our ads running."
TransMedia CEO and chairman Tom Madden noted that a doctor was hired to assist promotion of the all-natural product to explain the re-search behind melatonin, and is currently receiving media training.
TransMedia will target broadcast and print media, with an aggressive campaign to general, business, health, and organic-lifestyle markets, according to Kim Morgan, TransMedia SVP. Madden pointed out that the agency will also target international travelers looking for extra rest with outreach to in-flight magazines.
MedGen began an AOR search in March, and spoke to two other firms, which Mitchell declined to name.
TransMedia's role as the lead PR firm for the vitamin company, Rexall Sundown, was a factor which impressed Mitchell, as well as the firm's contacts with media outlets, like Oprah and Good Morning America.
Depending on the success of the firm's efforts, the PR budget could be expanded, Mitchell added.