Organization: The Institute for Pediatric Innovation (www.pediatricinnovation.org) is a nonprofit organization that was formed to improve the health of children by increasing the availability of innovative medical products with the unique attributes required for pediatric care. IPI seeks to transform pediatric healthcare from a neglected orphaned market to a magnet for industry and investor interest.
Challenge: To successfully launch the organization to gain visibility and credibility in support of fundraising efforts. The initial launch involved coordinating with the communications at two hospitals (one in Kansas City and one in Cleveland ). These hospitals are founding members of IPI's hospital consortium, which will work with IPI to analyze the areas of clinical care that can most benefit from new products and select those that hold promise for near-term commercialization.
Strategy: Collaborated with IPI team to develop press materials and positioning to make the story as accessible as possible to general reporters. Developed a media strategy based on regional exclusives in the key markets for outreach.
Results: Positive, in-depth coverage in media outlets including a front-page story in The Boston Globe, an interview with NPR affiliate WBUR on "Here and Now," and profiles in the Kansas City Star, the Kansas City Business Journal and Crain's Cleveland Business.
http://www.pediatricinnovation.org
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