Small, edgy agency gets big voice in the industry
Jocoto Advertising is a healthcare-related branding/advertising agency, serving the medical device and life sciences industries
The Challenge
Jocoto was definitely distinctive and edgy in its branding campaigns for its medical device and biotech clients, who, being in a highly regulated industry, were typically conservative. Looking at the campaigns the agency created for its clients, one knew that Jocoto was different. But when it came to differentiating its own company, Jocoto tended to use the same language as its competitors. G2 Communications had to find new words to promote the agency’s uniqueness.
The PR Strategy
G2 Communications developed a platform about the conservative notions of branding in the medical device industry countered with Jocoto’s unique approach. G2 Communications’ strategy focused on articulating branding pitfalls in the industry and how Jocoto’s proven approach helped its clients increase sales leads and revenues, presenting this story via news generation, case studies and ghost-written bylined articles appearing in biotech, medical marketing and other trade publications.
Results
A surge in new business accompanied the PR campaign which shined a spotlight on Jocoto as a branding expert in its industry.
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