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National Publicity Campaign for Publisher of Health Consumer Books

Developed a four-month-long national media strategy to promote a Castle Connolly Medical consumer book on HMOs. Targeted and assembled list of reporters and producers in top 20 U.S. metro areas. Wrote news releases and collateral material. The promotion was a pivotal part of the campaign to increase awareness of the book and to increase sales.

Positioning of author and strategically timed sequential mailings resulted in:

• Ten TV interviews in national and major metro markets

• 12 national and major metro radio show interviews, and

• 20 national and local newspaper and magazine interviews.

• A video news release we helped script was requested by 40 local TV stations.

• Using a news distribution service, reached an additional 176 publications

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