Nearly 80 substantive media stories and more than 170,000 Google hits resulted from closely-coordinated marketing and PR efforts between G2Comm and start up PurThread Technologies
The Client: PurThread Technologies, Inc. — San Francisco, CA
— A start up with a new antimicrobial textile technology for preventing hospital acquired infections
The Challenge
PurThread Technologies (PT) is a development-stage company that is refining an anti-microbial textile fiber designed to help lower the incidence of healthcare associated infections (HAIs). The company was restricted from promoting its products without EPA clearance, yet wanted a seat at the table for the highly-important discussions about HAIs, and infection prevention and control.
The Public Relations Strategy/Solution
G2Comm was brought in to publicize the results of a research study sponsored by PurThread. The study showed that 92% of hospital privacy curtains harbored infectious bacteria within one week of being laundered. In concert with study investigators, G2Comm capitalized on the research findings, creating PR documents for the media to publicly introduce PurThread while at the same time complying with regulatory guidelines.
G2Comm also used the study to position PurThread as a lead contributor to the discussion of HAIs, since the topic appeared regularly in mainstream media as well as health journals and blogs. Concurrently, G2Comm forged relationships with editors of key healthcare publications.
The Results
—More than 80 stories on PurThread’s study appeared in top-tier national and industry media including Reuters, CBS News, FOX News, MSNBC, Time magazine and many more.
—Viral syndication of the original news story on the study generated 170,000+ hits on Google, enabling this development-stage company to amass a significant base of quality followers.
—In advance of receiving EPA clearance, PurThread executives are being interviewed and writing commentary on infection control for well-respected healthcare publications.
