Media Relations tapped for medical site PR

OAK BROOK, IL: MedCare Technologies has hired Minneapolis-based Media Relations to launch a PR campaign that will promote its web site to doctors.

OAK BROOK, IL: MedCare Technologies has hired Minneapolis-based Media Relations to launch a PR campaign that will promote its web site to doctors.

The campaign will also promote a new exercise-based therapy that the company has developed to treat adult incontinence.

MedCare decided to use only PR to get its brand known in the virtual and real worlds because of its cost-effectiveness, according to president and CEO Jeff Aronin. 'With all the attention that's focused on Internet companies nowadays, PR should take off extremely well for us,' he said, noting that media inquiries have already begun to stream in. MedCare spent about three months searching for an agency before settling on Media Relations.

While he would not discuss how much money MedCare planned to spend on PR and marketing activities, Aronin acknowledged that compensation will be tied to results, and results will be measured in terms of the quality and quantity of media placements.

MedCare is hoping to turn its site, www.medcareonline.com, into a must-see for physicians. Aronin believes advertising income will then flow to the site from healthcare and pharmaceutical suppliers.

The company went public in 1997 and expects to realize revenues of dollars 10 million this year. Like many net-based companies, it has yet to show a profit.

The incontinence therapy is designed to treat stress and urge incontinence as well as other bladder and bowel disorders. It is based on behavioral and neuromuscular EMG biofeedback techniques.

The average length of treatment is four to eight sessions lasting one hour each for over a four-month period.

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