GeniCon, Inc.                     

Objective: To create and sustain awareness of GeniCon (a laparoscopic surgical instruments company).

Deliverables: Logo and Branding, Design and Produce Collateral (Brochures, Posters), Awareness Campaign

Execution

1. Mediawise conducted a survey of the Department of Defense’s 150+ hospitals and medical centers in the continental U.S., and the VA’s 157 hospitals (serving 7.5 million veterans and their dependents). The survey targeted the Chief of Staff (Surgery) in order to discover how much surgery is performed and what procedures; if new procedures are being considered. The results will be used to produce news releases and articles as well as assisting the internal marketing effort and branding/awareness campaign.



2. Mediawise identified all appropriate publications (health, medical, military and trade) and worked with GeniCon to develop a marketing/PR strategy to provide them with articles, news stories and new product information on a regular basis in order to promote the name of the company and build awareness about it and its products.



3. Mediawise also worked with GeniCon to establish an in-house news gathering mechanism so that no media opportunity is lost (i.e. if GeniCon wins an award or new certification this will be publicized as quickly and as widely as possible; if an employee does something exciting, unusual, for charity, etc., this will be publicized in the local media and further a-field if merited).



4. Develop media contacts with all appropriate publications and position senior GeniCon personnel as expert industry spokespersons. The aim is that whenever an appropriate news story breaks, the media comes to GeniCon for comment or reaction. As part of this awareness process, selected media can be invited to visit GeniCon’s headquarters to learn first hand about the company and its new products.

Results:

Mediawise was hired in April 2006 to execute an Awareness Campaign. Within two weeks, several articles were published and picked up by local and national publications (see below). As of this writing, GeniCon has been approached by two DoD agencies to submit bids on three multi-million dollar programs.