Aerin Medical Local Market Media Coverage

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open quotation marks close quotation marks The program was an overall success, and the physician who was interviewed said he has since had many patients asking specifically for VivAer due to the media coverage. This initiative really helped elevate awareness about our VivAer procedure in the broader Denver area.

Vasey Hargreaves
Senior Director, Commercial Marketing
Aerin Medical

Breathe In, Breathe Out – Securing Consumer Coverage in a COVID-crazed Media Environment

During the pandemic, securing earned media stories was a challenge unless they were directly tied to COVID-19 or a timely news story. Aerin Medical wanted media coverage to educate potential patients in Denver about its VivAer device for treating nasal airway obstruction (chronic stuffy nose) and to drive inquiries to its website. Merryman Communications knew from experience that a patient/physician testimonial in local media is a powerful tool for driving interest. To overcome the challenges securing earned stories, we recommended that we feature a local patient/physician testimonial using a paid TV integration, amplified with organic and paid social media.

Media Coverage


After researching offerings from television stations in Denver, we selected a station that provided the best ROI within our target audience, control over the filming location and final segment, amplification opportunities and ability to purchase the segment for Aerin’s use. The station’s segment was also considerably longer than other stations’ offerings, allowing ample time to convey key messages.

We shaped the story leveraging a local ENT physician and VivAer patient to bring the condition and treatment to life through interviews highlighting their experiences as well as on-camera demonstrations.

The segment aired multiple times and was featured on the station’s website and included in two of the station’s Facebook posts. Aerin also posted it on their website and social channels and further amplified the segment with a paid social media campaign.

Results by the Numbers

Segment reached
via the broadcasts, station’s website and two Facebook posts on station’s channel

Record number of website visitors from Colorado in the month the segment first aired, a
335% increase
from previous month

In the weeks right after the segment aired,
76 doctor locator searches
originated in Colorado, compared to just one in the 2.5 months prior

Key Success Factors:

  • Utilized paid approach to circumvent challenges achieving earned media while the COVID-19 pandemic monopolized earned airtime.
  • Partnered with a patient who had a clear “a-ha” moment that led her to find VivAer and was able to clearly articulate how her day-to-day life improved post-procedure.
  • Leveraged organic and paid digital channels from both the station and Aerin to further amplify segment.