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.