The Columbia, MD-based company is using social media, traditional media and blogger outreach, and employee engagement to generate interest in a brain health index of the 50 states and a set of Web-based interactive tools that provide information about brain health.
“We're incorporating interactive and online tools that would be engaging to both the media as well as the consumer,” said Cassie France-Kelly, senior PR manager for Martek.
Martek develops and markets branded docosahexaenoic acid (DHA) products, which can be taken in supplement or product form to assist with brain, eye, and heart health. DHA is an omega-3 fatty acid.
“So many people know what they can do for heart health and I think that this index is just a great overall way to increase awareness of brain health,” said Lindsey Rose, a senior counselor for Carmichael Lynch Spong, AOR for Martek.
To kick off the campaign, the PR team reached out to health, lifestyle, and women's media outlets for a series of desk-side briefings and an SMT with a goal to promote the company but also encourage discussion about the role diet plays in brain health. Two well-known medical experts, Dr. Michael Roizen and Elizabeth Somer, participated.
A Web site includes information about the index and a brain health quiz, which was added to the company's already established Facebook and Twitter pages, said France-Kelly. Martek is encouraging its employees to take the quiz and share with friends and family through e-mail or Facebook, she added.
When Martek conducts its annual awareness research study about brain health, it hopes to see a spike in brain health awareness, said France-Kelly. The PR team also plans to measure the success of the ongoing effort by Web traffic and Facebook numbers.
Budget was not disclosed although France-Kelly said it is the company's most significant program for the year.