PositiveID hires Gibraltar for public affairs and PR

DELRAY BEACH, FL: PositiveID Corporation, a company formed in November following the merger of VeriChip and Steel Vault corporations, named Gibraltar Associates its AOR.

DELRAY BEACH, FL: PositiveID Corporation, a company formed in November following the merger of VeriChip and Steel Vault corporations, named Gibraltar Associates its AOR.

The firm is providing public affairs and PR services for the company as it seeks to enhance its brand in the health and security identification sectors, said Allison Tomek, SVP of IR and corporate communications for PositiveID.

VeriChip, which is known for developing the only implantable patient identification microchip approved by the Food and Drug Administration (FDA), completed its acquisition of Steel Vault on November 10. Steel Vault offered identify theft services like NationalCreditReport.com.

“They are at a point where it makes a lot of sense to help communicate their brand and their focus to various audiences, be it consumer or even at the government level,” said John Procter, VP for Gibraltar Associates.

As PositiveID, the Delray Beach, FL-based company plans to enhance its communications in the health sector for two products it is developing, a rapid virus detection system for H1N1 and other pandemic viruses and a glucose-sensing microchip.

The goal is “to communicate the important development projects that we've got going on, primarily in the healthcare sector,” said Tomek. She declined to provide the budget for the account.

The firm was selected because of earlier work Procter had done for VeriChip while employed at DCI Group. VeriChip worked with DCI Group from 2005 to 2006, said Procter. Since then, the company had pulled its communications in-house, said Tomek.

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